2014 Winners & Shortlists

The Campaign

Tamanna is a non-profit organization in Lebanon that relies on small donations from the public to grant the wishes of children with critical illnesses. The daily lives of these children consist of seemingly endless medical care in a dreary, clinical environment. The campaign was developed to disrupt this monotony using shapes and colors. First, we transformed icons of medical care into icons of a carefree, happy childhood. Then we were inspired by the bright colors found inside most children’s favorite place - a candy shop. Through the deliberate use of color, we moved from grey and gloomy illustrations to colorful, cheerful ones.

Success of the Campaign

Tamanna was delighted to see a 98% increase in donations compared to the yearly average and a 23% increase in volunteer interest.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

These inspiring visuals touched the hearts of people both inside and outside of Lebanon. We started with print ads in regional and national publications. For wider reach, our online banners attracted attention from around the world. But that was not all; we were everywhere in Beirut. Our posters were in major shopping outlets and our billboards were on roads across the city.