| Brand | HIMAYA |
| Product/Service | CHILD SEXUAL ABUSE AWARENESS |
| Entrant | LEO BURNETT BEIRUT, LEBANON |
| Category | Small Scale Special Solutions |
| Entrant Company: | LEO BURNETT BEIRUT, LEBANON |
| Advertising Agency: | LEO BURNETT BEIRUT, LEBANON |
Execution
Candy bags were distributed to parents, outside schools, featuring messages that seemed both appealing and suspicious on the front, revealing the bag’s purpose and helpful prevention tips against child sexual abuse on the back.
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 whole school was discussing the topic, thus raising awareness among an additional 1800 individuals in each school, including teachers and students with a total of 7200 individuals. A total of 14,700 individuals benefited from the ‘candy bags’ campaign.
Credits
| Bechara Mouzannar |
Chief Creative Officer |
| Malek Ghorayeb |
Executive Creative Director |
| Areej Mahmoud |
Creative Director |
| Salem Habbous/Tania Saleh |
Copywriter |
| Charbel Sawane/Krystel Hoche/Marya Ghazzaoui |
Art Director |
| Michel Haddad (Communication Executive) |
Account Manager |
| Nada Abi Saleh (Deputy Managing Director)/Line Abou Nasr (Media Manager) |
Other Credits |