Brand | BEL GROUP |
Product/Service | PICON SPREADABLE CHEESE |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | INTEGRATED CAMPAIGN LED BY PROMO & ACTIVATION |
Entrant Company
|
LEO BURNETT BEIRUT, LEBANON
|
Advertising Agency
|
LEO BURNETT BEIRUT, LEBANON
|
The Brief
The current curriculum in Lebanese schools treats civic education as a boring theoretical subject, which does not foster any sense of community service and leaves children unexposed to the real challenges within their community.
Utilizing Picon’s equity, “Spreading happiness”, our objective was to give students an active role in improving their community by undertaking real-world initiatives through an engaging civic responsibility program.
Describe how the promotion developed from concept to implementation
Rather than follow the traditional route of donating money to an NGO to implement a CSR project, we created the Happiness Heroes, a civic responsibility program designed to empower school children to make a difference in their community through 4 distinct fields of civic activism: environmental protection, solidarity, health education and school restoration.
We partnered with the NGO arcenciel, and spread the program to more than 6,700 school kids in 83 schools throughout the different regions of Lebanon.
Describe the success of the promotion with both client and consumer including some quantifiable results
6,700 children in 83 schools:
• Collected 2.5 tons of bottle caps
• Recycled 2 tons of paper
• Planted 1,250 Trees
• Aided 158 needy families
• Entertained 2,000 elderly
• Prepared 40 awareness campaigns
• Renovated 15 Public Schools
• Organized a marathon
• Helped 550 people with special needs participate in sports events.
The initiative generated over $1.8 million USD in Earned Media, reaching over 2.5 million people in a country of 4 million.
During a press conference on November 30, 2012, a Ministry of Education representative officially announced that this initiative inspired the Ministry reform the civic education curriculum by adopting this program in schools.
Explain why the method of promotion was most relevant to the product or service
Several initiative touch points were developed based on Picon’s equity “Spreading Happiness.”
A press conference announced the campaign in the presence of 4 national heroes and the Ministers of Culture and Education, and launched across Lebanese schools with BTL posters. Each student received a branded sash, on which a badge was added whenever a student completed a deed.
A blog was updated regularly with initiative pictures, and community improvement tips.
At year-end, a grand event celebrated the successful completion of the initiatives and recognized all of the participating children, with the winning schools receiving a trophy for their achievements.
Credits
Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer |
Malek Ghorayeb |
Leo Burnett Beirut |
Regional Executive Creative Director |
Tania Saleh |
Leo Burnett Beirut |
Associated Creative Director |
Jo Chemali |
Leo Comm |
Pr General Manager |
Nayla Baaklini |
Leo Burnett Beirut |
Art Director |
Marya Ghazzaoui |
Leo Burnett Beirut |
Art Director |
Davina Atallah |
Leo Burnett Beirut |
Art Director |
Peter Mouracade |
Leo Burnett Beirut |
Group Communication Director |
Hisham Kekhia |
Leo Burnett Beirut |
Communication Supervisor |
Misbah Natour |
Leo Burnett Beirut |
Communication Executive |
Hala Akiki |
Leo Burnett Beirut |
Senior Communication Executive |