2014 Winners & Shortlists

VOLUNTEERS DO NOT SEEK RECOGNITION

Short List
BrandOFFRE JOIE
Product/ServiceNGO
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryFundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON

Results and Effectiveness

The campaign attracted one of Lebanon’s popular socio-political talk shows that dedicated a 2 hour special to the NGO. To everyone’s surprise, the Lebanese President honored Offre Joie with one of the nation’s highest distinctions: National Order of the Cedar. We got Offre Joie’s volunteers to increase from 1,400 to 2,000. They managed to rebuild 80 homes hence uniting families. The campaign earned more than $1Million in earned media, and engaged with 45% of the population. Predominantly, we managed to change the conversation from political turmoil, into an act of national solidarity.

Creative Execution

The campaign kicked off with a TVC that shows the diversity of people helping on site, yet keeping their backs turned in order to keep the volunteers anonymous. We launched a Facebook Activation that asked people to change their profile pictures to pictures of people with their backs turned, labeled as “citizens” – to show their solidarity with the volunteers and the anonymity they are promoting. We also worked on a stunt on one of Lebanon’s popular talk shows. We asked the audience to turn their backs to the cameras, wearing t-shirts that labeled them as citizens – keeping with the volunteers’ anonymity.

Insights, Strategy and the Idea

In October 2012, there was a massive car bomb explosion in a crowded residential area in Achrafieh (in Beirut city in Lebanon). This explosion not only took lives, but damaged 4 big buildings and left their residents homeless. Without any governmental support for these victims, Offre Joie, a non-partisan NGO, stepped in to help them. Armed with a small amount of their own volunteers, Offre Joie approached us to help them increase awareness and encourage more people to join. The insight from the campaign was inspired by the Offre Joie volunteers: they are regular people that just want to help, without seeking any recognition. Making the campaign idea Volunteers Do Not Seek Recognition, encouraging people to join them rather than thank them.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Areej Mahmoud Leo Burnett Beirut Creative Director
Davina Atallah Leo Burnett Beirut Associate Creative Director
Grace Kassab Leo Burnett Beirut Copywriter
Nada Abi Saleh Leo Burnett Beirut Managing Director
Grace Zakka Leo Burnett Beirut Account Manager
Jo Chemali Leo Comm PR General Manager
Hala Akiki Leo Comm Senior Communication Executive