Fatima is a Jordanian mother of three who had been a victim of domestic abuse by her husband who gouged both her eyes out in front of her children. Sadly, she lost her eyesight permanently that terrorizing night.

For this campaign, brand wanted to break the silence by creating an honest conversation around the topic, and finally witnessed an outbreak in this conservative society.

Jordan is a very socially conservative and religious country that’s run by men. More often than not, women are silenced and have limited roles in society.

When it comes to violence against women, there are legal loopholes that unfortunately rule in favour of men, and due to societal pressures, the media neglects to publicize this sensitive, subject.

In Arabic much like in English, you cannot spell “justice” without the letter “i” which has the same exact phonetics as the word “Eye”. And thus, the word عدالة when missing the letter “ع would be meaningless justice does not exist without the “eye”, a message that links back to Fatima’s tragic story. The only way to empower the Fatimas in our community was to let them know that we “see” them and we will not stand idle. Our message was clear: Until women can look justice in the eye, the “I” of justice will fall.

Credits
Brand: Rise for Good
Campaign: No Eye in Justice
Advertising Agency: Leo Burnett, Jordan
General Manager: Arwa Jassem
Creative Director: Aram Taminian
Communication Supervisor: Salah Hanbali
Communication Executive: Bana Faris
Art Director: Mohammad Hamdan
Copywriter: Ashraf Masannat
Animator: Nora Hindi

This campaign is about:
Women Rights, Awareness campaign, Digital Campaign