2013 Winners & Shortlists

A DONATION TRANSFORMATION

BrandCHILDREN’S CANCER CENTER OF LEBANON
Product/ServiceCANCER TREATMENT CENTER
EntrantCHEIL WORLDWIDE UAE Dubai, UNITED ARAB EMIRATES
CategoryFUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company CHEIL WORLDWIDE UAE Dubai, UNITED ARAB EMIRATES
Advertising Agency CHEIL WORLDWIDE UAE Dubai, UNITED ARAB EMIRATES

The Brief

The Children’s Cancer Center Lebanon is a non-profit organisation, 100% reliant on donations for the treatment and care of children suffering from cancer. Our objective for the Children’s Cancer Center Lebanon was simple: obtain donations.

Describe how the promotion developed from concept to implementation

We didn’t just want to ask people for money, we wanted to physically show them how their donations could change a life. We decided to target people where they were already spending money, so we set up an activation stand in a local mall. The stand contained individual envelopes where donors could place their donation. Through a simple mechanic, each envelope was designed to demonstrate how a donation could change the life of a child.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotional stand was recently implemented in Lebanon and we await results.

Explain why the method of promotion was most relevant to the product or service

Treating and curing children with cancer wouldn’t be possible without donations. At times, people are reluctant to donate because they don’t always know where their money is going and how it’s being used. Through the mall activation we were able to show how the Children’s Cancer Center Lebanon uses their donations, and how, as a donor, their small contribution can make a big change.

Credits

Name Company Role
Andrej Arsenijevic Cheil Worldwide Creative Director
Tamer El Sawi Cheil Worldwide Art Director
Samantha Middleton Cheil Worldwide Copywriter
Hussein Kaddaha Cheil Worldwide Sr. Arabic Copywriter
Razmi Hadad Cheil Worldwide New Business Development Director
Paul Massis Cheil Worldwide Production Manager
Tamer El Sawi Cheil Worldwide Illustrator