2015 Winners & Shortlists

Results and Effectiveness

We chose the winning project per region to implement: • Beirut: the kids created the first and only bicycle lane in Lebanon • North: the kids built a park as they were lacking green spaces in that area • South: the kids inaugurated a bus line serving 15 previously isolated rural villages • Bekaa: the kids prepared and painted 140 recycling cans for schools and set up a recycling process in their area through the cans The results were great: • 1,000 kids became brand ambassadors • 50 schools participated • 3,000 people voted online • 4 big projects were done

Creative Execution

We launched the initiative through workshops that teach kids about Sustainable Development in general. We then encouraged the kids to come up with ideas to improve their regions; the ideas had to meet certain criteria, but most importantly, had to be sustainable. The kids submitted their ideas and a jury shortlisted the best ones, which were put online for a vote. Each region submitted a few ideas, and the winning idea per region was implemented. Our primary goal was to engage the kids, making them understand that they can they can truly make a difference, renewing their belief in a positive future for the country.

Insights, Strategy and the Idea

Our client approached us a few years back to create a CSR campaign targeting children based on Picon’s equity of “spreading happiness, “but we didn’t want to limit the work to just another CSR campaign. Picon’s longstanding relationship with Lebanon could allow the brand play a bigger part in society. We worked based on the insight that Lebanese kids live in silos and go to different schools with different educational values; they rarely interact with other kids outside of their usual environment. They are also rarely exposed to progressive notions of social change and civic education. They feel disconnected from their larger community, and do not feel empowered to make a positive, tangible change in their society. Society does not take them seriously. By partnering up with an NGO we created a program where kids would learn and participate in sustainable development exercises and create ways to improve the country.