2013 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

We needed to explore untried mediums for donations and engage people in a way they won’t soon forget. We noticed that the concept of street artistry was inexistent in Lebanon, it turned out as the perfect opportunity to not only raise awareness but have people donate for a cause while being entertained on the spot. The street activation was supported by an integrated campaign on TV, print, radio, online banners, a mobile bus of hope that spread the activation across the country, OOH and special talk show segments. They all displayed the short code number for pledged donations that the artists were also communicating.

Insights, Strategy and the Idea

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.