Fundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages
Entrant Company
LEO BURNETT BEIRUT, LEBANON
Advertising Agency
LEO BURNETT BEIRUT, LEBANON
The Brief
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.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
We didn’t just need to get the campaign seen, we needed people to feel involved. We wanted more people to join, and since anyone was welcome, we needed to go mass. But we also needed to change the conversation from one of political turmoil to one of national solidarity – only then would people go beyond politics and join the cause.