2012 Winners & Shortlists

The Campaign

“Cheyef” derives from the Arabic verb “Choof” meaning “see”. As for the word “Halak”, it translates to “Yourself”. The expression “Cheyef 7alak?” was employed in two meanings, the first being “Proud? /Showing off?” and the second being “Do you see what you’re doing?” This CSR campaign holds the objective of creating awareness and influencing behaviors for a social change. Its heartbeat lies online, putting forth the uncivilized conducts by empowering Lebanese citizens to report irresponsible and dangerous behaviors. Each participant - advocator of the cause - makes a positive difference against those foolish enough to believe they can outsmart the law.

The Brief

We chose to fight the lack of discipline, the extensive chaos and the rooted corruption. We needed to raise awareness by reaching out to the average citizen and instigate a drastic behavioral change.

Results

Over a population of 4,000,000 citizens, the TVC gathered more than 94,000 views and ever-growing number of comments and likes. More than 33,000 active Facebook users endorsed the cause with daily posts, more than 1,700,000 post views and around 4,000 active followers on Twitter. http://www.facebook.com/cheyef7alak http://twitter.com/#!/cheyef7alak The new minister of interior H.E. Marwan Charbel declared 2 new laws and the content of Cheyef Halak became at the disposal of the internal security forces for more efficient tracking & action. • Gino’s blog - “Cheyef 7alak: a perfect way to humiliate stupid drivers” - www.ginosblog.com • Movements.org - Lebanese@Cheyef Halak campaign uses social media to report dangerous drivers – www.movements.org • The identity Chef – Lebanese recklessness on roads now documented – www.theidentitychef.com • GMA NEWS - “Lebanon use social media to shame reckless drivers” - www.gmanews.tv Information posted on the Minister of Interior official website http://www.moim.gov.lb/UI/news/news500.html

Execution

4 humorous TV commercials were created, highlighting the problem in a sarcastic manner. The online community took hold of Facebook and Twitter in order to track, capture and report citizens who pride themselves on disrespecting the rules and regulations. http://www.cheyefhalak.com http://www.facebook.com/cheyef7alak The most popular talk shows, such as “Kalem El Neis”, gave a considerable boost to the campaign. The “shake-up” became a movement! The campaign earned free media coverage and gained enormous popularity among bloggers, making it the center of attention of hundreds of blogs across the globe. Guerilla marketing served public relations and helped create a unique, engaging and thought-provoking impact, generating buzz and turning the concept more viral. “Cheyef Halak” tickets were massively displayed on cars to highlight wrong behavior. The deployment covered multiple touch points, from blogs to special seminar such as Social Media Week in Beirut and reached niche academic targets including schools and universities.

The Situation

Based on the chaotic situation linked to the social behavior in Lebanon and due to the semi absence of governmental influence and the inefficiency of the existing tools in holding people accountable for their acts, a “social shake-up” had become crucial to raise awareness and influence behaviors for a social change. Also and more particularly, the ever-deteriorating driving behavior in Lebanon is clearly linked to chaotic conduct and a remarkable lack of respect to rules and regulations. The frustrated minority had actually lost hope for any potential change.

The Strategy

You enable 4 million Lebanese citizens to become “policemen”, each using their personal “radar”, the mobile phone, to efficiently expose the uncivilized traffic conducts through a public platform empowering the Lebanese to react and provoke change. How do you make this really happen? You bring on board the leading TV station in Lebanon, LBCi, a credible ally, and a public opinion leader to endorse the CSR cause communicating it to the masses and carrying it to the nation. LBCi, the first private station in Lebanon, was more than a trendsetter. A significant portion of the population looked up to it for reliable news and daring reporting. Moreover, the Minister of Interior at the time, H.E Mr. Ziad Baroud had endorsed the soon to be public cause and the elaborate involvement of the ministry would become a crucial factor propelling the mission to greater dimensions.