2018 Winners & Shortlists

YOU'RE YOUR MIRROR

Client/BrandADMINISTRATIVE CONTROL AUTHORITY / UNODC
Product/ServiceAWARENESS CAMPAIGN
EntrantRACK ADVERTISING AGENCY Giza, EGYPT
Type of EntrySectors
CategoryCharities & Non-profit
Idea Creation RACK ADVERTISING AGENCY Giza, EGYPT
Media Placement RACK ADVERTISING AGENCY Giza, EGYPT
PR RACK ADVERTISING AGENCY Giza, EGYPT
Production RACK ADVERTISING AGENCY Giza, EGYPT

The Campaign

we asked the people on the street what their point of view was. The conclusion was that conscience is the key to fighting corruption. How do we campaign against corruption and stirring people’s conscience without it being in the form of advice? Here is where the idea of the mirror was born. The mirror is yourself. We transformed the idea from three sentences: Be true to yourself.. Your mirror is your conscience.. This is the beginning.. Into three words: You’re your mirror.

Execution

• Implementation: 15 before ramadan( outdoor- digital - press ) - 30 in ramadan ( outdoor- digital - TV - Radio ) - 15 after ramadan ( outdoor- digital) • Timeline : 60 days • Scale : All over Egypt

• Tier 1:Media coverage for the campaign was extensive, spanning more than 45 of the most important Egyptian television programs, and over 120 articles were written discussing the campaign. Tier 2 : Interaction on social media was also high in terms of shares and likes. And the hashtag “You’re your mirror” (translated from Arabic) became the top trending hashtag in Egypt. And using a prominent celebrity like Isaad Youniss lent substantial credibility to the campaign. And this is why people, especially the youth, started joining us in the campaign against corruption, and even mimicking the idea of the campaign on YouTube, which is a first in Egypt. People’s willingness to call and report cases of corruption led to actual arrests of corrupt individuals. Tier 3 : And our global rank in the fight against corruption climbed as a result.

The Situation

Fighting corruption is an integral part of social reform. so we are the first camping for the anti corruption in Egypt made by the Administrative Control Authority in Egypt and it about -supply, product monopolisation and inflation. -public health, patient neglect and theft of medication. -The current state of education -The bribes taken just to move official paperwork along. Media coverage for the campaign was extensive, spanning more than 45 of the most important Egyptian television programs, and over 120 articles were written discussing the campaign. Interaction on social media was also high in terms of shares and likes

The Strategy

• Target audience : Egyptian Society • Target media : TV, Radio ,Digital , Outdoor • PR planning : TV media (paid) Digital media (paid) Earned media (PR) - print, online, broadcast, regional, trades Facebook Twitter YouTube Seeding Google/PPC/Search Contacts with MPs and other influencers Celebrities Partners Internal comms Supporter direct emails to donors • Approach : Multi-channel approach TV ad Radio ad Out of home advertising social media marketing Partnership marketing

Credits

Name Company Position
Mohamed Anwar RACK Egypt Manining Director
Samy Abd Elaziz Freelance consult Professor media studies
Mina Magdy RACK Egypt Producer
Gihan Elalaily RACK Egypt PR Manger
Links
Social Media URL