Inspired by Absolut's call for free and equal love, we called on Lebanon's youth to fall in inter-faith love in hopes of unifying a divided, sectarian country. And what better way to do that than by playing on the word "sects"?
I created a direction (alternative to the Civil Love campaign) that was more light-hearted yet edgier.
For this campaign, we would create a "Sectual Healing" Hotline that aggregates opinions and data on inter-faith love.
Callers would be asked to Press 1 if they are in an inter-faith relationship, Press 2 if they are facing difficulties letting their parents know that they are in an inter-faith relationship, Press 3 if they are agains inter-faith relationships. Pressing 3 would redirect callers to an NGO focused on anti-sectarianism where they can have an open dialogue about the state of Lebanon's divisions.