2012 Winners & Shortlists

The Brief

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 Raise awareness on the topic and encourage victims and witnesses to start reporting the abuse.

Describe how the promotion developed from concept to implementation

Parents don’t usually think that their kids could fall victims of sexual abuse, because they think the places they go to are safe. We thought of giving them a real wake up call, by placing a man on a bench in a public park over an entire week end, and body painting him so he looks like part of the bench. After people approached him, they would find a flyer revealing the fact that predators can be anywhere, and look like anyone you know.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over the weekend, more than 6000 people engaged with our stunt. The full integrated campaign received more than $1,000,000 worth of free media coverage reaching 73% of the population. After 35 days of the campaign, Himaya received more than 257 phone calls from abused individuals asking for help. The campaign also generated a rewarding increase of 25% at the fund-raising event.

Explain why the method of promotion was most relevant to the product or service

Kids in parks can get easily approached by predators, and often fall into their trap. The stunt created eye-opening reactions from people, showing them their kids are not always safe from sexual abuse.