2012 Winners & Shortlists

Results and Effectiveness

The campaign arose buzz in all media circles as it started off with 4 TV commercials and ended up with a holistic dimension. The TVC that aired on LBCi and uploaded on YouTube have recorded a huge increase in online views with more than 110,000 video views. More than 35,000 active Facebook users endorsed the cause through their daily posts with more than 5,000 visits per week (ref. http://www.facebook.com/cheyef7alak ) The new ministry of interior H.E. Marwan Charbel declared 2 new laws announced publicly on the news proving that the campaign has encouraged change.

Creative Execution

The TVC 4 humorous TV commercials were created, highlighting the problem in a sarcastic manner. 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. Social Media The TV commercials generated interaction through a “wall of shame” on Facebook and the website. The online community took hold of Facebook, Twitter and the dedicated website in order to track, capture and report irresponsible citizens who pride themselves on disrespecting the rules and regulations. http://www.cheyef7alak.com A special mobile app was also created to facilitate the reporting process. On-ground / Guerilla Marketing Street activations, ambient as well as guerilla advertising were employed to generate a media buzz and a word of mouth effect. TV Coverage The most popular talk shows gave a considerable boost to the campaign and the 8 o’clock news is perfectly in sync with the campaign themes.

Insights, Strategy and the Idea

Due to years of war in Lebanon, the country suffers from the absence and inefficiency of governmental accountability and lack of civic education. Consequently, the behavioral problems in the Lebanese society are numerous, from corruption and environmental irresponsibility to racism and traffic misconducts. The frustrated minority had lost hope for any potential change. In a country where no concrete entity was making the effort to fix the driving misconducts, the leading TV station, LBCi - Lebanese Broadcasting Corporation International - a politically credible ally, endorsed the massive cause communicating to the masses. For the first time in Lebanon, a TV station took on the mission of establishing a more civilized country, raising awareness and influencing behaviors for a social change. Moreover, even before the launch of the campaign, the Minister of Interior at the time, H.E Mr. Ziad Baroud had endorsed the cause.