2012 Winners & Shortlists

Results and Effectiveness

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. After 35 days of the campaign, Himaya received more than 257 phone calls from abused individuals asking for help. The campaign also generated a rewarding increase of 25% at the fund-raising event.

Creative Execution

Candy bags were distributed to parents, outside of schools, the bags featured messages that seemed both appealing and fishy on the back, and revealed its purpose and offered helpful tips on the back.

Insights, Strategy and the Idea

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.