Em Khalil Bou Khalil

Overview

Women in Lebanon don’t have equal rights, equal pay or equal laws. Yet, everyone accepts that even women. Bou Khalil, being a supermarket, a place where most of Lebanon’s society believes a woman belongs, wanted to change the status quo. And Bou Khalil was the perfect supermarket to do so because its own name carries a layer of gender inequality. Bou Khalil is a family name, which in Arabic means ‘father of Khalil’. To tilt the balance, we went where few brands had gone before. We created our own counter brand. Meet Em Khalil. Meaning ‘mother of Khalil’. The voice that tackles gender-associated laws and societal stereotypes. Em Khalil was launched on her very own Instagram account with a post for Father’s day - June 21, 2017. Then, on Women’s Equality Day - August 26, 2017 - we crossed from the digital world into the real world, in one bold, guerrilla move: We quickly high-jacked the signage of Bou Khalil Supermarket’s flagship store and gave it to Em Khalil for the day, as a sign of solidarity with women. Moreover, couples who showed up to shop together got a 10% discount on their purchases, to encourage men to pull equal weight in grocery shopping. Bloggers and media picked up on the story, and both Em Khalil and Women’s Equality Day were in the news for the very first time in Lebanon. The Signage stunt created so much traction, that soon after, Em Khalil was invited to write her own monthly column in Lebanon’s most famous business magazine: Executive Magazine. Her first article ‘Raising Voices. Raising Women’, sheds light on how women in Lebanon should demand opportunities. The article appeared in the March printed and online issues of the magazine. http://life.executive-magazine...

And from here on, Em Khalil’s voice is only getting louder. To stay tuned, follow her on instagram @thereal.emkhalil. https://www.instagram.com/ther...

Awards

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2018 Dubai Lynx

Outdoor / Grand Prix

dubaiLynx award icon

2018 Dubai Lynx

PR / Bronze

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