2012 Winners & Shortlists

The Campaign

Issue Today, 1 out of 7 children in Lebanon is a victim of sexual abuse, and what’s even more outrageous is that no one dares to talk about it. Abuse often happens within a family and is never reported, as it threatens the family’s reputation and pride. Objective Raise awareness on the topic and encourage victims and witnesses to start reporting the abuse. Strategy & Creation Our message was simple: children can be targeted anywhere and anytime.

Success of the Campaign

Himaya’s team was hosted on the top 3 tv talk-shows, reaching an estimate of 450,000 viewers (Source: Ipsos Stat). Over 10 different publications printed stories. All PR activities engaged directly with over 30,000 people The campaign inspired many bloggers, boosting the online conversation. As a result, the campaign generated free media coverage worth USD 1,053,215 reaching 73% of the population Source: Ipsos Stat One month into the campaign, Himaya received 257 phone calls from abused individuals asking for help. (Most cases were treated with specialized psychiatric professionals and social workers) The Fundraising event generated a rewarding increase of 25% from the previous year.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

TVC 1 The TVC portrayed the risks faced by children in places often assumed as safe. Online A video was launched, to create word of mouth and drive further awareness to Himaya’s facebook page. A suspicious character, Samir, was created on Facebook informing parents, he is now “friends” with their child. Parents were invited to share the Facebook app with other parents to spread the word. Direct Mailer Candy bags were distributed to parents, outside schools, featuring messages that seemed both appealing and fishy on the front, and revealing the bag’s purpose and helpful tips on the back. Ambient A dramatic illusion was created on restroom doors in malls and movie theatres. TVC 2 The message addressed silent witnesses who know, but don’t dare to speak. Print Print ads showcased situations kids would be lured into. Stunt Parents accompanying their children were given a real wake-up call in public parks. A fundraising event was organized to incite donations.