2012 Winners & Shortlists

Results and Effectiveness

Himaya was hosted on the top 3 tv talk-shows, reaching an estimated 450,000 viewers* When NGOs benefit from TV campaigns of an average of 150 spots, Himaya was aired 3 times more than any other NGO on prime time, reaching 73% of the population. Over 10 different publications printed stories. As a result, the campaign generated free media coverage worth USD 1,053,215 reaching 73% of the population.* One month into the campaign, himaya received 257 phone calls from abused individuals seeking help. The Fundraising event generated a rewarding increase of 25% from the previous year. * Source: Ipsos Stat

Creative Execution

The brand campaign was primarily through traditional media, the second was a PR lead phase that really established Himaya’s presence. Parks became the scene of our eye-opening stunt where parents accompanying their children were given a wake-up call. We distributed suspicious Candy Bags to parents, outside of schools to show them how easily their children could be approached. Dailies and Magazines took the campaign to heart, giving us preferential presence and exposure. Noun, a leading social magazine put Himaya on the cover, and conducted an in-depth article, shedding light on a taboo issue. Himaya's campaign was broadcasted on the top 5 local stations, and became a frequent topic on several talk shows. Radio stations rushed to cover the story on various shows. The campaign inspired many bloggers, boosting the online conversation. All the attention, translated into a highly successful end of year Fundraising Event and the event was highly mediatized.

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 We decided to break the silence through a campaign that would make the people feel involved and encourage them to donate as much as possible during Himaya’s annual fundraising event. Strategy & Creation Utilizing an integrated approach we built a shock campaign that pushed the society to react to the realities of the issue and face the taboo. We were present on all facets of Public Relations, utilizing activation stunts, media relations, and a large fundraising event to help boost donations to the NGO. Outcome Break the silence, and encourage victims and witnesses to start reporting abuse.