2013 Winners & Shortlists

Brief Explanation

Context: Due to years of war in Lebanon, the country suffers from the absence and inefficiency of governmental accountability and lack of civic education. Consequently, the behavioral problems in the Lebanese society are numerous, from corruption and environmental irresponsibility to racism and traffic misconducts. The frustrated minority had lost hope for any potential change. Within this context, the leading TV station, LBCi - Lebanese Broadcasting Corporation International - a politically credible ally, endorsed the massive cause. It took on the mission of establishing a more civilized country, raising awareness and influencing behaviors for a social change. Strategy: The main objective was to expose the uncivilized behaviors and shame people responsible for the chaos. The big idea: enable 4 million Lebanese to become “policemen”, each using their personal “radar”, the mobile phone, to expose the uncivilized conducts through public platforms empowering the Lebanese to react and provoke change; becoming themselves the bearers of the campaign message. The channels: TVCs were created using a sarcastic tone of voice to communicate the messages. They were uploaded on Youtube, Cheyef 7alak’s website http://www.cheyef7alak.com, The FB page http://www.facebook.com/cheyef7alak, and aired on LBCI The Website http://www.cheyef7alak.com: Pictures, posts, comments and videos are uploaded on Cheyef 7alak’s official website on a daily-basis Social Media http://www.facebook.com/cheyef7alak The online community took hold of Facebook and Twitter for reporting. A smartphone app was created to facilitate the capture and upload of any wrongdoing www.cheyef7alak.mobi Street activations was employed and it included special stickers and flyers. TV Coverage & PR: The most popular talk shows gave a considerable boost to the campaign: Kalam El Nass dedicated a full episode for the cause, Bassmet Watan produced a clip, Ahla Jalsse has a devoted section every week and the 8 o’clock news is perfectly in sync with the campaign themes. Efficiency: On December 8, 2011 the launch of a Cheyef Halak free mobile application for BlackBerry & iPhone platforms, facilitated the engagement process, by taking pictures and uploading them directly via the app on Cheyef Halak Facebook page. Despite the fact that smartphone usage was minimal at that time in the country, with approximately 120,000 Users , the application was a huge success. It managed to double the online user-generated content that led to the creation of a booklet gathering all captured misconducts. It was handed to the Minister Of Interior & Municipalities who praised and endorsed the campaign.