On the Day of Ashura (September 10th), and in observance with an ancient religious ritual, members of the Shiite Muslim Community in Lebanon, engage in mass blood-letting marches to honor Hussein Ibn Ali, grandson of the prophet Muhammad. But in Lebanon, currently experiencing political strife, there is no central blood bank. Patients have to rely on their relatives to find blood in times of need, sometimes from private donors or in some cases, from the black market.
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When it comes to equality in the workplace, the MENA region lags far behind the rest of the world, losing an estimated USD 575 billion per year due to the social barriers that women face at work. It's an issue Lenovo is deeply committed to, so the brand worked with Wunderman Dubai to create an awareness campaign to highlight the issue as an initiative for International Women's Day. It was from that realisation that Wunderman conceived the Equality Spell Check, using Microsoft Word - a program people use every day at work - as a medium to deliver their message and teach about gender equality in the workplace in an innovative way. 
Impeccable craft, comic timing and an actual bed help bring these charming radio spots to life for Le BHV. 
