2016 Winners & Shortlists

Brief Explanation

More than 1 million Syrian refugees in Lebanon are children, Lebanon has no established system to deal with them. This drastically increased the number of street children. Some were exploited by gangs, profiteering from the money given. Aware of that, the Lebanese stopped giving, leaving the majority without basic necessities. To get the Lebanese to give again, we created a new currency to be handed to street children that enabled them to give responsibly (with restrictions on alcohol and Tobacco). The Good Note costs about $1 and can only be spent at Bou Khalil supermarkets and its affiliated pharmacy.

Results and Effectiveness

The initiative resonated across Lebanon and the world, covered by local and international media including Voice of America, Sky News Arabia, Al Jazeera, Al Arabiya and Yahoo News, generating $4.2 million in earned media and PR and reaching an estimated 20 million social media users in less than one month. Partners poured in and with many local businesses now selling Good Notes, we are ready for a reprint. With more than 25 million Lebanese pounds worth of Good Notes circulating around the country, we got the Lebanese to give again, turning a supermarket chain into a social service network..

Creative Execution

We executed the idea of reestablishing trust between the public and street children via the Good Note, enabling them to give responsibly. To instigate behavioral change, with the public buying the note and giving it to street children, we created a campaign. In-store communication in all Bou Khalil supermarkets targeted shoppers. Outdoor and print communication targeted the public at large. We released a film via Facebook and YouTube and engaged on social media via the Good Note Instagram account. On-ground, we educated street children on the initiative, maximizing reach with the Good Truck - a Bou Khalil supermarket on wheels.

Insights, Strategy and the Idea

To instigate societal change, we created a small note and a big ripple effect via a communication campaign targeting all levels of society, directing them to buy the Good Note and hand it to street children. In-store communication targeted Bou Khalil shoppers. Outdoor and print communication targeted the public at large. Online we released a film and engaged the public on social media fed by the Good Note Instagram account. On-ground, we educated the children on the note and where to spend it, maximizing our reach by putting Bou Khalil supermarket on wheels with the Good Truck.