2015 Winners & Shortlists

Brief Explanation

The organization insisted on the fact they didn’t only want to raise awareness but to get people to report. Because it’s only when enough reporting is done, that we will get the right numbers on corruption and be able to hold specific institutions and people accountable. The Lebanese had given up hope on the fight against corruption: - They’ve believed that nothing can ever change: it’s not worth reporting - They’ve believed that one person, even if he reports an act, cannot and will never make a difference - They believed that corruption is convenient

The Brief

We were given the mission to create a platform that will encourage people to report corruption and quantify incidents involving corrupt practices in Lebanon with the ultimate aim of raising the public debate and exert public pressure for change and reforms.

How the final design was conceived

Corruption in Lebanon acts like a private business, the more you buy into it the more it grows. We wanted corruption to go bankrupt. The thinking led us to create actual retail environments, corner shops named ‘Lebanon4Sale’, advertising for all sorts of official papers, amongst them drivers’ licenses, identity cards, etc. The shop needed to look locally relevant and catch people’s attention, and so we used the design language of actual popular corner shops from the Arabic calligraphy, the craft signs, promotions, shelves, etc. The shop’s content, i.e. the Lebanese driver’s license, were part of the campaign’s overall design.

Indication of how successful the outcome was in the market

Up until today, reports against corruption reached 3.4 billion Lebanese Pounds (USD 2,266,666). Moreover, the data gathered has already allowed our client to develop their first report on corruption in Lebanon, which is why they came to see us in the first place. We also managed to recruit 434 volunteers in one month who are now themselves going to the street, shocking people with the Country’s Corner Shop items. And finally, because of its disruptive power, with no media budget, the campaign got 51 million impressions on social media and 2.6 Millions USD of earned media.

Sakker El Dekkene (’Stop the Shop’) is an organization created in 2014 with a mission to raise awareness on corruption in Lebanon and enact positive change through the quantification of crowed sourced reports of instances of corruption and in depth data basing. Sakker El Dekkene can be considered today as the most successful local anti-corruption organization in Lebanon’s history as it has managed to move the disillusioned Lebanese into action through its locally relevant brand equity and its consistent delivery of results.