The campaign is entitled Cheyef 7alak? – “Cheyef” derives from the Arabic verb “Choof” which means “see” or “look”, as for the word “7alak”, it translates to “Yourself”. The expression “Cheyef 7alak?” Was employed in two meanings, the first being “Showing off?” and the other one “Do you see yourself / Do you see what you’re doing?”
Cheyef Halak is a CSR campaign which objective is to create awareness and influence behaviors
for a social change. The 360" campaign puts forth the uncivilized conducts and gives the Lebanese citizens the power to report irresponsible and dangerous behaviors for a better Lebanon, one
topic at a time. The heartbeat of this campaign lies online, and each participant - advocator of the cause - makes a positive difference against those foolish enough to believe they can outsmart the law.
Success of the Campaign
-The campaign arose buzz in all media reaching news, talk shows, blogs, articles, press clippings and interviews
-The campaign's tone became an advertising trend adopted by local brands, such as BANKMed’s “chou we2fet 3alaye?” campaign– as if it all comes down to me!.
-TVCs uploaded on YouTube reach record online views with more than 108,459 channel views.
-More than 34,000 active Facebook users endorsed the cause through their daily posts with more than 31,576 weekly total reach.
-H.E. Marwan Charbel new Ministry of Interior declared 2 new laws.
The Cheyef Halak full report was handed over by Sheikh Pierre El-Daher CEO of LBCi to H.E for the government to start handling more effectively the matter.
-The business School of Columbia University in Manhattan NY contacted the agency to make the Cheyef 7alak case , part of their teaching curriculum.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
4 humorous TVC highlighting the problem in a sarcastic manner. A long version of the videos were uploaded on Youtube, Cheyef 7alak’s official website http://www.cheyef7alak.com, the Facebook page http://www.facebook.com/cheyef7alak, and aired on LBC international where they’ve appeared in a frequency exceeding 10 spots a day, worth of app. 10 hours of viewing (Ref. STAT IPSOS)
The Website http://www.cheyef7alak.com
Social Media http://www.facebook.com/cheyef7alak
The online community took hold of Facebook and Twitter in order to track, capture and report irresponsible citizens who pride themselves on disrespecting the rules and regulations.
On-ground
An on-ground operation was launched, highlighting all the wrongdoings on a countrywide level. Street activations, ambient as well as guerilla advertising was employed to generate a media buzz and a word of mouth effect, which includes special stickers and flyers.
TV Coverage
The most popular talk shows gave a considerable boost to the campaign