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

Our message was simple: children can be targeted anywhere and anytime. Our campaign started with TV and print ads, then direct in schools, guerilla outdoor in parks, ambient outdoor in public toilets. An online film and Facebook App for social awareness; then another TV and print ads to break the silence.

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

All activations engaged directly with over 30.000 people. After 35 days of the campaign, Himaya received more than 257 phone calls from abused individuals asking for help. The full integrated campaign received more than $1,000,000 worth of free media coverage reaching 73% of the population. 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

In all mediums and ways, we went directly to parents, where their kids are. Homes, malls, schools, parks, movie theaters, on facebook… were they are vulnerable, showing them their kids are not always safe from sexual abuse.