2012 Winners & Shortlists

Results and Effectiveness

The idea allowed us to directly engage a large young audience through humour. With over 150.000 unique visitors on the website, the operation was a real success. People spontaneously engaged on the campaign Facebook page, submitting drawings or making fun of corruption. Finally, it was covered by most Tunisian media and ended up sparking a national debate. The campaign successfully helped raise awareness on corruption and introduced in people’s minds the necessity of behavior change.

Creative Execution

We launched a satirical website: The Corruption Stock Exchange Market, laboursedelacorruption.com. A crowdsoursing and direct visualisation platform where users can follow the corruption stock market values and are invited to declare anonymously the amount of money they paid to obtain everyday life favors. To reach a wider audience, flash news were aired in prime time on TV and radio to report the values and explain with an ironical tone the dramatic consequences for the country.

Insights, Strategy and the Idea

In Tunisia, corruption is part of our everyday life. It became the solution to everything: get a job, an exam, a driving license, an illness certificate... The problem: corruption is only whispered. Everybody does it, but those who admit it are very rare. They see corruption as a convenient and immediate solution, they don't see its long-term consequences. The United Nations Development Programme wanted to target the youth and raise awareness on the problem. But instead of just telling them the necessity of attitude change, we thought it would have greater impact if the youth actually participated in changing attitudes. So we created The Corruption Stock Market Exchange, a playful and fun way to make people admit they know everything about corruption and raise awareness on its long-term consequences.