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Arabic Typography as Social Campaign
Khede Kasra Campaign by the Hariri Foundation
Words can be lethal, but can also be used as a tool to stimulate major social change. A recent advertising campaign in Lebanon to encourage greater gender equality was quite successful and has won many awards. What was the central theme of the campaign ? The typographic positioning of the accent (vocalisation mark) in a word !
This interesting social advertising campaign that played with vernacular language and social stereotypes used a simple typographic small gesture: the Kasra small vocalization mark to communicate a rather strong and potent message. The campaign was widely spread all over the mass media, and it's simple gesture was definitely memorable.
This goes to prove the power of the Arabic script and typography in moving people (to action).
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Campaign design: LeoBurnett, Beirut