2015 Winners & Shortlists

The Campaign

The ASDA’A Burson Marsteller Arab Youth Survey is a thought leadership initiative conceptualised and executed by the Agency to present evidence-based insights into the attitudes of Arab youth. In a region significantly lacking in research into public opinion, the Arab Youth Survey provides public and private sector organisations with data and analysis of the region’s largest demographic to inform their decision-making and policy formation, and an important snapshot of what is happening in the region. The sixth annual survey in April 2014 was the most comprehensive of its kind covering the six GCC countries (Bahrain, Qatar, United Arab Emirates, Kuwait, Saudi Arabia and Oman) as well as Algeria, Egypt, Iraq, Jordan, Lebanon, Libya, Morocco, Palestine, Tunisia and Yemen. ASDA’A Burson-Marsteller commissioned the international polling firm PSB to conduct 3,500 face-to-face interviews with Arab youth age 18-24 years old between December 2013 and January 2014. \Participants are interviews in-depth about subjects ranging from the political to the personal. Topics explored included the concerns and aspirations of youth, their views on the economy and the impact of the Arab Spring, their media consumption habits, and attitudes towards traditional values and the people who influence them. Working with PSB, the agency produced a wide range of analytic materials, in English and Arabic, and launched the results of the findings across a range of platforms and events on April 7, 2014.

The Brief

The goal behind the survey has remained consistent since its launch in 2008; to present evidence-based insights into the attitudes of Arab youth, providing public and private-sector organisations with data and analysis to inform their decision-making and policy formation, and to positon ASDA’A Burson-Marsteller as a pioneer in evidence-based communication.

Results

In addition to significant broadcast coverage on the likes of CNN and BBC and over 200 print and digital articles, the survey results were also reported in a range of international media outlets such as the Financial Times and Huffington Post. The findings were tweeted by Dubai’s Ruler, HH Sheikh Mohammed Bin Rashid Al Maktoum, reaching his nearly 2.85 million followers. The results continue to serve as referral points on Arab youth, including most recently by Tom Friedman, the renowned columnist and Pulitzer Prize winning author, in the New York Times, reinforcing the survey as the definitive voice of the region’s largest demographic. The survey has continued to support the Agency’s positioning as a leading PR agency, which has in turn helped sustain its business growth in the MENA region.

Execution

The launch of the 2014 survey was supported by a robust communications strategy, which included embargoed briefings with select journalists, two events in Dubai – one press briefing and one high-profile panel discussion for stakeholders – and through timely press releases. The evening panel discussion, which was also live streamed, was attended by key opinion and business leaders, including Don Baer, Chairman of PSB; BBC presenter Andrew Neil and Fadi Ghandour, Founder of Aramex and Executive Chairman of Wamda Capital. The agency continued to maintain momentum throughout 2014 with the distribution of several follow up press releases, revealing new data.

The Situation

With 60 percent of the population below the age of 25, the Arab world has one of the highest youth demographics in the world. Arab youth represent a sizable consumer market yet reliable data about what they think, desire and how they spend their time is hard to access. The Arab Youth Survey presents evidence-based insights into the hopes, fears and aspirations of young people across the Arab world. One of the biggest challenges was the ongoing socio-political conflict, which meant researchers had to earn the confidence of youth before asking them to share their views on sometimes sensitive topics.

The Strategy

In collaboration with PSB, the agency developed a detailed questionnaire and methodology. On conclusion of the month-long fieldwork, the data was analysed and Top Ten results were identified. The agency produced a wide range of analytical materials, including a high-level presentation and in-depth whitepaper, titled We Want To Embrace Modern Values. This was launched on a microsite, www.arabyouthsurvey.com, in English and Arabic, and across the agency’s international network and online social platforms, including Twitter, Facebook and YouTube.