Drawing attention to the widening gender pay gap in Lebanon, Fiftyfifty, a Lebanon-based NGO promoting gender equality, in collaboration with Impact BBDO Dubai initiated a country-wide campaign titled ‘Close the Gap’, highlighting the 21% average gender pay gap that remains to be closed, ranking Lebanon at 145 out of 153 countries in the overall Global Gender Gap Index 2020[1].
The campaign uses and carefully chosen words to show people what it means to close the gap literally. In Arabic, a gap between two words or two letters impacts the way they are read and understood. And in some cases, closing the gap between the letters, changes the entire meaning of the words.
The campaign featured words t
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