2017 Winners & Shortlists

FROM DARKNESS TO LIGHT

BrandTHE EGYPTIAN AUTISTIC SOCIETY
Product/ServiceAUTISM AWARENESS
EntrantMOMENTUM Cairo, EGYPT
CategoryCharities, Public Health & Safety, Public Awareness Messages
Idea Creation MOMENTUM Cairo, EGYPT
Media Placement MOMENTUM Cairo, EGYPT
PR MOMENTUM Cairo, EGYPT
Production MOMENTUM Cairo, EGYPT

The Campaign

Blue, is the colour of autism awareness. And we wanted to make autism visible. So, with the Egyptian Autistic Society, to shake Egyptians out of their indifference, we lit up 27 monuments across Egypt - that represent Egypt itself - with - the colour of autism. This included the pyramids and other historical sites. We did this - for free, through partnerships with local organizations and leading media platforms.

Creative Execution

As the Pyramids were lit from darkness to blue in April, shining the light on autism, this stunt became the talk of Egypt. And became the most trending topic in Egypt on social media just 24 hours, taking over conversations across the country. Facebook recognized it as the first globally trending topic from Egypt that was positive. And as people showed solidarity, through a hashtag, it became a cultural movement involving Egyptian celebrities, leading brands, leading food chains, schools and Government officials. A marathon, leading apps, and top designers who created limited edition blue items, raised funds. News and radio channels featured parents sharing how their children weren’t defects; different - yes, but very able. The globally respected Autism Speaks endorsed the movement too.

1 - 56 Egyptian brands endorsed the movement. And 28 Egyptian brands participated in further funding it. 2 - As the idea generated an unprecedented earned media value (in Egypt, for Autism) of $230,000, it received a lot of positive word of mouth from leading platforms too: “A remarkable moment in history. You deserve kudos for Egypt’s amazing and unprecedented mobilization this year. More than just breaking records, you are helping to uplift the entire global community.” (Andy Shish, Vice-President, Scientific Affairs, Autism Speaks) “Determination that turned the pyramids blue.” (New York Times) “Now, people are really listening.” (Upworthy) 3 - Autism awareness increased from 30% Egyptian to 58% Egyptians (millions in Egypt). 4 - Within 6 months, the Government issued a decree to doctors and organizations to better serve people with autism. 5 - And the Chamber of Information and Communications included 300 autistic people into the workforce.

In Egypt, where autism was treated with exorcism, by lighting up 27 Egyptian monuments with the color of autism awareness, we shook people out of their apathy. And through pressure from the people through media tactics, made a typically rigid and archaic government pass a decree to support people with autism

Insights, Strategy and the Idea

We aimed to make a nationwide statement of awareness and solidarity, moving people out of their prejudices. It meant leveraging as well as influencing earned, owned and shared media platforms to shatter myths and misconceptions to do with autism, and generating more awareness about autism as well as its acceptance As a result, we aimed to move a very archaic and rigid government out of its apathy.

Credits

Name Company Role
Lina Fateen Momentum Egypt Deputy Managing Director
Rania Gueneid Momentum Egypt Engagement Executive
Nihal Nashed Momentum Egypt Group Account Director
Malak Nour Momentum Egypt Senior Account Executive
Ibrahim Mourad Momentum Egypt Creative Director
Mohamed Abdel Fattah Momentum Egypt Art Director
Bassem El Koury Momentum Egypt Graphic designer
Farah Hassan Momentum Egypt Graphic designer
Ahmed Marzouk Momentum Egypt Head of Business & Operations
Fakhr Hussein Momentum Egypt Activation Manager
Adham Yasser Momentum Egypt Activation Executive
Tahaab Rais FP7/MENA Regional Head of Strategic Planning