Leo Burnett and Abaad launch 'Dirty Laundry' campaign against gender violence in Lebanon

Abaad, a Lebanese non-profit organization, has launched a global awareness campaign titled 'Dirty Laundry' to encourage women in Lebanon to report sexual violence. The campaign was created by the international agency Leo Burnett in collaboration with Lebanese actress, singer, and visual artist Remie Akl. The title references the common saying 'don't air your dirty laundry,' symbolizing the stigma and shame that silence victims. The video shows women marching openly, hanging laundry from balconies as a metaphor for exposing hidden abuse. The campaign addresses the cultural and legal challenges in Lebanon, where despite reforms—such as the 2011 abolition of the 'honor crime' defense, the 2014 law against domestic violence, and the 2017 repeal of the 'marry-your-rapist' article 522—many women still fear reporting. A 2022 study by Abaad found that only 6 out of 10 sexually assaulted women file a complaint, and 71% believe society views rape as an attack on family honor. The campaign aims to shift this mindset by promoting denunciation and supporting victims.