Dubai Lynx 2015: YouTube 7-Day Brief goes live, for UN Women

The cut-off for submitting entries is noon (UAE) on 21 January.

Dubai Lynx 2015’s YouTube 7-Day Brief is now live. Entries are being invited from MENA creatives to produce a campaign on behalf of UN Women, encouraging viewers to donate to establish hotlines across the MENA region for survivors of domestic violence. Contestants have until midday (UAE) on 21 January to submit a video ad on the brief.

The hotlines provide counselling and support to affected women and ensure that survivors of violence can be heard and helped. The brief aims to create a sense of urgency for this service. According to statistics obtained by UN Women, the MENA region ranks among the lowest on gender equality.

Nanette Braun, chief of communications and advocacy, UN Women, said, “We very much appreciate this opportunity to raise awareness and funding for women’s empowerment issues. We look forward to the creative concepts that we hope will generate much-needed donations to set up these hotlines for survivors of domestic violence.”

Joining jury president Ramsey Naja, chief creative officer, JWT, MEA, in judging the entries are: Omar Abbas, director, Collective, UAE; 
May Al Saleh, managing partner and creative director, Lots of Joy Production, Kuwait;
 Fadi Elchamaa, chief creative officer, Agency 222, Qatar;
 Malek Ghorayeb, regional executive creative director MENA, Leo Burnett;
 Patrick Honein, executive creative director UAE, Momentum – FP7;
 Ramzi Moutran, executive creative director UAE, Memac Ogilvy & Mather; 
Maya Saab, executive creative director, Spirit, Lebanon; 
and Fadi Yaish, regional executive creative director MENA, Impact BBDO.

Tarek Abdalla, head of marketing for Google in MENA, said, “YouTube has always been a powerful platform that facilitates creative expression for users around the world. This year people have the chance to raise awareness around the issue of domestic violence against women. We hope to inspire the local talent in MENA to try new creative concepts, and to take part in shaping a strong message for this important cause and share it with YouTube’s global audience.”

Along with support from The Collective and Leo Burnett, Getty Images and Audio Network will provide assets for contestants to use in their films. Teams can upload videos to youtube.com/dubailynx. The prizes include all-expense paid trips to both the Dubai Lynx International Festival of Creativity and the Cannes Lions International Festival of Creativity 2015.

Terry Savage, chairman, Lions Festivals, said, “This competition is a fantastic platform for UN Women to raise awareness of the issue of domestic violence against women and promote a service which listens and offers help to victims. It is also a great opportunity for creatives in the region to express their talent while helping a worthy cause. We believe that creativity can be a catalyst for change and this competition exemplifies this belief.”

Further information and the full brief are at: youtube.com/dubailynx.

The Dubai Lynx International Festival of Creativity 2015 takes place from 8 to 10 March, with the awards ceremony on 11 March.

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