2013 Winners & Shortlists

Execution

Lebanon’s human rights record showed a lot of controversy in the past few years on both National and International levels. Racial discrimination has become a common attitude in a country known for its rooted ethnic and social elitism. In that sense, Cheyef Halak had to tackle the social discrimination issue, to support and extend the role of numerous local NGOs in grasping the attention of the mass public. The objective was to expose the uncivilized behaviors related to racial discrimination by shaming the wrongdoers and provoke an upset. The mediums were to be traditional empowered by effective and efficient Public Relations deployment. The objective was to expose the uncivilized behaviors related to racial discrimination in order to shame the people responsible for the chaos and generate concrete change for a more civilized Lebanon. We wanted to reach out to the average citizen and create awareness on the discriminatory issues of our society by provoking positive and extensive change within Lebanese individuals and communities. As part of the shaming process, the Cheyef Halak discrimination campaign needed to particularly react against the indecent treatment of foreign workers in Lebanon. Foreign workers are faced with refusal the moment they set foot on Lebanese soil. During the Summer of 2012, activists' hidden cameras captured this obscene rejection and made it viral by posting the footage online. In response to this outrageous and discriminatory behavior, and as part of its campaign on discrimination, Cheyef Halak planned a stunt that would let the Lebanese get a taste of their own medicine by organizing a 5-star soirée at one of Beirut's most renowned diners. The twist resided in the fact that the event was dedicated to foreign workers only. As Lebanese clients approached the host, they were told that no tables were available for the night. Results: The stunt was of major impact, instantly triggering media attention, through bloggers and online interaction. It was also featured on the 8 o'clock news bulletin, therefore amassing nationwide awareness.