In Lebanon there’s never been a law protecting women against abuse, and more women are being killed by husbands each year. In a male-dominated society that expects women to be submissive, there’s a cultural tendency not to report abuse or interfere in other’s affairs. We needed more women to speak up to get a law passed.

Our idea revolved around a captive audience in taxis that we needed to speak to directly. So rather than sharing our message through a standard radio commercial, we created a live, real-time commercial that mimicked the GPS. We were able to replace the original GPS with a human one that interacted with the driver and delivered our message directly to passengers.

We shared the experiment online and through social media. The campaign generated so much attention globally, it was the final push we needed to get the law passed and the first man jailed for brutally assaulting his wife, driving change in the way Lebanon treats women.