2018 Winners & Shortlists

DEAD CHILD WALKING

Client/BrandBRAVE HEART FUND
Product/ServiceAWARENESS / DONATIONS
EntrantIMPACT BBDO Beirut, LEBANON
Type of EntryPackaging Design
CategoryPackaging Design
Idea Creation IMPACT BBDO Beirut, LEBANON

The Campaign

During times of crisis, such as the death of a child, people in Lebanon go out of their way to donate for those who cannot afford a proper burial service for their deceased. The idea is to highlight the contrasting fact that; the cost of a child’s funeral is equivalent to the cost of a child’s heart operation. The idea was to inflict behavioral change by redirecting people’s donations, asking them to donate to save rather than bury a child.

Creative Execution

The idea was to inflict behavioral change, by redirecting people’s donations, asking them to donate to save rather than bury a child. Conversation was stirred through a stunt, where living children’s obituary papers were dispersed on the walls of Beirut’s populated areas. The message on the obituary papers claimed that this child will likely die soon, and the public’s donations can help save their lives. The stunt was revealed through a film which visualizes the family of a deceased child discussing funeral arrangements with the undertaker. The film closes with the message: “The cost of a child’s life-saving heart operation is equal to the cost of their funeral. Donate, before it is too late.”. A brand new concept for donation boxes was conceived, where the box was split into two separate compartments, one for funeral donations, and the other for operation donations, thus giving people the illusion of choice.

Indication of how successful the outcome was in the market

The holistic communication touched people at the core, and thus stirred public interest. The stunt was featured on prime time news, reaching each and every Lebanese household. The public felt the urgency of this cause, and thus the campaign managed to raise $221,000, the equivalent of 52 operations. 52 children’s lives were saved.

Our target audience included Lebanese individuals from various age groups, capable of making a donation, however small it may be. The idea was communicated to the public through multiple facets, stirring up conversation through a stunt, which was later on revealed through a film, as well as a conceptualized donation box.

Credits

Name Company Position
ANGELO EL CHAMI IMPACT BBDO BEIRUT SENIOR CREATIVE DIRECTOR
GEORGES KYRILLOS IMPACT BBDO BEIRUT CREATIVE DIRECTOR
JAD CHIDIAC IMPACT BBDO BEIRUT ART DIRECTOR
MELISSA CHAMOUN IMPACT BBDO BEIRUT COPYWRITER
ALI GHOSN IMPACT BBDO BEIRUT COPYWRITER