This ad from Memac Ogilvy taps into a universal truth about our mothers, they remember every awkward, embarrassing, funny thing that happened, ever, especially about their kids, their husbands, and their own youth.
Using red inked thumbs and social media, they spread the word and show their numbers so Kafa makes the national parliament of Lebanon understand that they need to vote to create the anti domestic violence law if they want to stay in parliament.
KAFA Lebanon want to address the issues that domestic violence in Lebanon, is often not reported by witnesses to it. Other women. To put ladies on the spot, they used a very specific media targeted at women only - the GPS of a all female cab company Banet Taxi.