In Jordan, more than half of the women are subject to violence every year. Leo Burnett Jordan singled out the tragic story of Fatima.
Fatima, a Jordanian mother of three had recently 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 and was never able to see justice.
In a male dominant country, where social justices and legal rights are dictated by the men of the country, talking publicly about issues such as violence against women was a challenge in itself, explained the creative team at Leo Burnett Amman.
Only in Jordan, 6 in 10 women are subject to physical violence every year and people barely hear about them.
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 favor of men and due to societal pressures, the media neglects to publicize this sensitive, subject.
Leo Burnett wanted to break the silence by creating an honest conversation around the topic. Hence this powerful film with a play on word to get the message across.
In Arabic much like in English, you cannot spell the word “justice” without the letter “i”, which has the same exact phonetics as the word “Eye”. And thus, the word عدالة (Read '3adalah' as in justice) when missing the first letter “ع would be meaningless; as a matter of fact Justice does not exist without the “eye”, a message that links back to Fatima’s tragic story.
"If the legal system won’t give justice to Fatima for losing her eyes, we’re taking out the ‘I’ of Justice ourselves," asserted the agency.
Credits:
General Manager: Arwa Jassem
Creative Director: Aram Taminian
Social Media Manager: Salah Hanbali
Communication Executive: Bana Faris
Art Director: Mohammad Hamdan
Animator: Nora Hindi
