Generation Equality: SHE Earned it Campaign

Lebanon, March — Due to the coronavirus pandemic, Global Compact Network Lebanon (GCNL) transformed the annual ‘Ring the Bell for Gender Equality’ Ceremony, which was scheduled for March 10th, into a digital campaign that ran from March 8 to March 21, 2020.  In collaboration with UN Women, the Canadian Embassy, World Bank, IFC, and Beirut Stock Exchange, GCNL launched the campaign on International Women’s Day (IWD 2020) on March 8, and then concluded it on Mother’s Day on March 21, 2020.

Under the hashtags GenerationEquality and SHE_Earned _It, the campaign encouraged Lebanese women from different professions, ages, and cities, to tell their stories in relation to Gender Equality/Inequality, specifically the good practices or challenges they faced in the workplace. The objective behind this campaign was to elicit support from both men and women towards empowering women in the workforce, and increasing both their representation and leadership in the field of business.

To this day, women face discrimination at work such as stereotyping and harassment.  Many of these challenges and constraints continue to haunt competent women worldwide, not just in Lebanon. With this said, the digital campaign is part of a broader collaboration with UN Women on mainstreaming the Women Empowerment Principles (WEPs) that offer guidance to businesses on how to promote gender equality and women empowerment at work and in society. Read more>>

The campaign kicked-off with posts from celebrities, influencers, and leading women who shared their inspiring journey and anecdotes of the strategies they have used in defying gender-based challenges and thriving against all forms of discrimination. This justifies the chronic use of the hashtag #SHE_Earned_It along with #GenerationEquality. In addition to that, famous male identities in Lebanon contributed to the campaign by supporting gender equality as a stance and the accession of women to positions of leadership.

Every participant had to abide by the Generation Equality frame when posting their gender-related story. In parallel, a specific caption was circulated while promoting the campaign: “Business is in need of Equality. We should stand together and build a chain of change. This is my story, what is yours? I nominate XYZ to take this challenge. #GenerationEquality #SHE_Earned_It”.  All these factors shaped an exclusive identity for the campaign, and served as an eye-catching tactic that attracted more people to engage in the following social media platforms: Instagram, Facebook, and Twitter. 

Due to its visibility, the campaign was supported by different international agencies such as the United Nations Lebanon, UNIC, UNDP, and UNSCOL. Additionally, LebTalks a local debate platform continuously promoted pieces from the campaign.

Overall, the social media campaign garnered tremendous attention, reaching 700,000 engagements in a span of 14 days, and resulting in an aggregate of 201 social media posts on all platforms. Such information was retrieved from the insights feature available to all business accounts for both Instagram and Facebook which helps businesses record accurate data on post impressions and engagements. Similarly, and through manual tracking, we discovered that more than 60 Lebanese public figures got involved in the campaign, as the following examples will show. Famous Lebanese singer Ragheb Alama with 3.9 million followers on his Instagram received 11,680 likes and 145 comments on his Generation Equality post. Similarly, the talented Lebanese Actress Dalida Khalil with 1.5 million followers on her account gathered 42,195 likes and 355 comments on her post.

Do not forget to watch the Campaign’s Wrap Up Video:


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