2013 Winners & Shortlists

The Campaign

Branded entertainment is allowed in Lebanon, several TV shows such as The Voice foster people participation. Official approval should be sought from the authorities to perform live acts on public spaces (i.e. the streets of Beirut). While there are some restrictions on user content on TV, i.e. religious censorship, there are no legal restrictions to content communicated online.

Results

For their 10th anniversary CCCL asked us to increase awareness, over and above their traditional fundraising programs (Gala dinner/telethon), on the necessity for donations to cover the 50,000 USD treatment cost per child. The center actually treats 800 children. In a country where the number of NGOs grew exponentially, where an ocean of donation requests are all made through traditional mediums, we noticed that population engagement was at an all time low. We decided to create a new channel for donations: street performances. ‘Children can’t perform miracles without your help’ became the main campaign message. We contacted 55 street artists to dress and animate the streets of Lebanon, spreading the campaign’s message, and remind people that no child should fight cancer alone. The activation was relevant because we asked the same thing, to donate, but we created a fresh and engaging new means for on the spot donations. The street activation was supported by TV, radio, viral video, print, OOH and online banner campaigns that all started simultaneously on 16 April 2012 (the activation started a week after the launch of the ATL campaigns). The blogger community started covering the street performances and re-directed people to the various locations where they took place. Finally, main news segments and the country’s main talk shows covered the street activation.

We created a new channel for donations in a country that became anemic to calls for charity: Street performances. Instead of only asking for phone call pledges we asked people to donate, penny by penny, in person and on the spot. We set up 55 street artists of all sorts in key locations of Beirut where they attracted thousands of people per day to donate. People experienced something new and their donations were accompanied by a smile. The activation was expanded nationwide through our bus of hope, where celebrities and children ambassadors spread the act across Lebanon.

The movement resulted in a massive media coverage ranging from online news channels, the blogger community, to local and international news segments. The artists and CCCL staff were hosted on 11 radio stations and the top 8 Lebanese talk shows. 1,2 million USD in free media earned, reaching 87% of the population. Over 1,3 million USD in free PR value achieved. The campaign managed to captivate the nation’s attention but most of all it was the symbolic penny-by-penny donation by thousands that truly made a difference.