Brand | BETA |
Product/Service | BETA |
Entrant | J. WALTER THOMPSON BEIRUT, LEBANON |
Category | Creative Effectiveness |
Entrant Company
|
J. WALTER THOMPSON BEIRUT, LEBANON
|
Advertising Agency
|
J. WALTER THOMPSON BEIRUT, LEBANON
|
Media Agency
|
MINDSHARE LEBANON Beirut, LEBANON
|
Brief Explanation
The Lebanese have other things to worry about than animal rights. But Beta, Beirut for the ethical treatment of animals, whose sole purpose is to fight animal cruelty, had one mission. Get the Lebanese dogs off the violent ruthless streets of Lebanon and into loving homes.
So how do we get the Lebanese to adopt the stray dogs when they have other things to worry about? We don’t. It’s not about finding homes for these dogs in Lebanon. It’s about finding a loving home for these dogs anywhere in the world. This is how the expat pet program was born. A program that allows people from all around the world to adopt the Lebanese dogs. We spread the news of the program through various PR and Media channels within our very limited budget: talk shows, blogs, online banners and social media channels, directing the entire world to a website: xpatpets.com.
Less than a month into the campaign, we saw a drastic increase in people’s interest in BETA’s cause. 400% increase in the users on the BETA website and 600% increase in the foreign users on the BETA website. As for adoption requests, they began pouring in, with an increase of 200%. Finally, the Lebanese stray dogs found loving homes abroad. But surprisingly, 70% of the adoption requests also came from the Lebanese. Beta’s act of sending the dogs abroad was perceived so extreme, it put animal rights back on top of their list. A few weeks later, to everyone’s surprise, the Lebanese Council of ministers gave the animal protection and welfare law, against animal cruelty, their official approval.
Credits
Nicolas Geahchan |
J.Walter Thompson Beirut |
Executive Creative Director |
Paola Mounla |
J.Walter Thompson Beirut |
Associate Creative Director |
Layal Khatib |
J.walter thompson beirut |
Digital Art Director |
Maya Khourchid |
J.walter Thompson Beirut |
Copywriter |
Firas Safa |
J.walter thompson beirut |
Junior Art Director |
Ali Faraj |
J.Walter Thompson Beirut |
Copywriter |
Tarek Haddad |
J.Walter Thompson Beirut |
Managing Director |
Celine Noujeim |
J.Walter Thompson Beirut |
Account Director |
Maya Abou Jamous |
J.walter Thompson Beirut |
Account Manager |
Lana Khayat |
J.Walter Thompson Beirut |
Account Executive |
Suzanne Talhouk |
J.walter Thompson Beirut |
PR Director |