2016 Winners & Shortlists

Brief Explanation

The brief was to address the problem of phubbing (Snubbing others in favor of your phone) in Kuwait. So to inspire people we gave it a name, invented and promoted the Phumbs, a piece of clothing that fit on our thumbs like a sock, since clothed fingers do not work on touchscreens the phumbs made it inconvenient to use our phones while wearing them. The phumbs were a reminder to not phub when in the company of friends and family. The key direct elements employed to promote the campaign * Street teams went up to phubbers in the act and gave them all phumbs and promoted the campaign * Street plays were organized and phumbs were distributed to the audience * A booth was set up at The Avenues - Kuwait's leading mall where people could approached and come up to talk about the issue and pick up their phumbs.

Creative Execution

The campaign kicked off with a teaser on social media and 70 thumb shaped cut outs using the word Tfabbi in sentences spread around The Avenues, . A day later a team of volunteers were posted on a booth in the center of the mall, answering questions about Tfabbi and giving away free Phumbs to those who pledged to stop. Later mimes went up to visitors while in the act and demonstrated what phubbing is and gave them phumbs. A PR campaign introduced the word and the act. Social experiments were conducted throughout the year, artists performed street plays and distributed phumbs. The campaign started on the 25th of December 2014 and continued on till End of August.

Results

Over 5000 phumbs distributed in first 3 days Over 16,000 phumbs distributed Recognized by the Ministry of Youth & Education, and a team of performers awarded for their work in creating awareness about the event. Endorsed by the UK Ambassador to Kuwait Over 100,000 people reached across all mediums 127 volunteers worked on the campaign 33% growth in Alnowair followers Alnowair invited by Boubyan Bank, Kuwait University and AlJazeera Airways to conduct campaigns with them.