2012 Winners & Shortlists

The Brief

Objective: To raise awareness on sexual abuse hitting 1 out of 7 kids in Lebanon.

Creative Execution

Kids at schools can get easily approached by predators, and often fall into their trap after being lured by candy. Distributing candy bags to parents gave them a wake-up call since they saw how easily their kids can be approached, and what the real message behind the candy means.

Describe the creative solution to the brief/objective.

Parents often think that sexual abuse will never happen to their kids. But we wanted to show them that it could happen to anyone, anywhere…even the places they thought were safe. We headed to schools in the city, and distributed candy bags (usually used by predators to approach kids) featuring messages that seemed both appealing and fishy on the back, and revealed its purpose and offered helpful tips on the back.

Results

2,500 candy bags were distributed among the top 4 private schools, spreading awareness among an average of 3 family members and a total of approximately 7,500 individuals. The next day, the schools were discussing the topic, thus raising awareness among an additional 1,800 individuals in each school, including teachers and students with a total of 7,200 individuals. A total of 14,700 individuals benefited from the ‘candy bags’ campaign.