2013 Winners & Shortlists

CHILDREN CAN'T PERFORM MIRACLES

BrandCHILDREN’S CANCER CENTER OF LEBANON
Product/ServiceCANCER TREATMENT CENTER
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryBEST USE OF LIVE EVENTS, STUNTS AND OR CELEBRITY ENDORSEMENT
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO COMM BEIRUT, LEBANON

The Campaign

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 to engage the community at large. ‘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 the same thing, to donate, was aksed but we created a fresh and engaging new means for on the spot donations. The street activation was supported by TV, 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, radio stations and the country’s main talk shows covered the street activation.

The Brief

The CCCL treats children with cancer for free; nevertheless it relies on a steady of donations to cover the 50,000 USD treatment cost per child (currently treating 800). The goal was to re-ignite people’s awareness in an unconventional way in order to trigger on the spot donations. The activation content and engagement had to be news worthy for it to reach a maximum number of people.

Results

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.

Execution

The brand campaign, show cased on all traditional media, needed to introduce the concept of street performance and at the same time spread the main message: ‘Children can’t perform miracles without your help.’ The second phase led by PR established and consolidated the concept of street artistry and consequently made CCCL visible in a fresh and untried way. The walls of the Lebanese capital were dressed up with artist’s visions of hope on the fight against cancer and performers of all kinds (musicians, mimes, urban parkour performers) animated the streets. Passers by, in all locations, regrouped and witnessed the movement, which triggered thousands of on the spot donations from the little children to the elderly.

The Situation

The number of donation requests coming from varied Non Governmental Organizations significantly grew in the past few years. We noticed that due to cluttered demand, the population’s engagement was at an all time low. This is further supported by the economic constraints the country is currently facing, leading to austere spending. We understood that for CCCL to be visible again we needed to create a new and untried means for donations, over and above their traditional fundraising program (Gala dinner/Telethon): We created the street performances movement, where donations could be made in simple fashion and on the spot.

The Strategy

We needed to have CCCLs call for donations stand out from the clutter of requests that filled the airwaves. Street artistry remains absent in Lebanon, that presented itself as an opportunity to link donations with the domain of entertainment in an untried fashion. We first launched the brand campaign on TV, print, radio and OOH with support from online banners spreading the campaign’s message: ‘Children can’t perform miracles without your help’. We then launched a wave of 55 artists (mimes, performers, musicians, graffiti artists) across the capital spreading the campaign message through their artistry in order to interact with the population and generate thousands of on the spot donations. Followed suit, a mobile bus of hope transporting celebrities and children across Lebanon to further spread the message.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Manal Nagi Leo Burnett Beirut Associate Creative Director
Tania Saleh Leo Burnett Beirut Associate Creative Director
Jo Chemali Leo Comm General Manager
Charbel Sawan Leo Burnett Beirut Art Director
Dalia Fadel Leo Burnett Beirut Art Director
Marc Maftoum Leo Burnett Beirut Art Director
Daniella Abdo Leo Burnett Beirut Art Director
Julie Khalil Mezher Leo Burnett Beirut Art Director
Hala Akiki Leo Burnett Beirut Senior Communication Executive
Joyce Hallak Starcom Deputy General Manager
Sami Sabbagh Starcom Media Executive
Diego De Aristegui Leo Burnett Communication Supervisor