2018 Winners & Shortlists

SCHOOL HEROES

Client/BrandUNICEF
Product/ServiceBACK TO SCHOOL
EntrantMEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
Type of EntrySectors
CategoryCharities & Non-profit
Idea Creation MEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
Idea Creation 2 MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
PR MEMAC OGILVY & MATHER LEBANON Beirut, LEBANON

The Campaign

The main idea behind the campaign came from the insight that each member of our society has a role to play to ensure children’s access to education. The TVC, Prints, Radio, PR, activation and online communication positioned the key stakeholders in Education as the main catalyst for the children's enrollment in schools, positioning the mother, father, student, bus driver etc. as the School Heroes. Our main element of the campaign was the School Heroes cape. An on-ground social experiment was also set up. The pop-up school was created in one of Beirut's busiest districts. Upon activating its seat sensors, the child’s journey to school was played on the screen. If anyone chooses to leave the class, the journey of the child will be paused waiting for the next sensor to be reactivated for the journey to continue and eventually for the child to reach the school.

Execution

Reached out to influencers first of all, who leveraged the message behind the pop-up school as a first initial step. Then, once this video went viral, it got picked up by the main media channels in town. In the meantime, we were disseminating messages behind the heroes and the roles stakeholders play. During a press conference, we revealed the main campaign components: ATL, BTL and main messages. The campaign period was 2 months, on a national scale.

A 14% increase in enrollment of non-Lebanese compared to last year. A 2.8% increase in enrollment of Lebanese children compared to last year. PR Value= $1,522,998. National Launch Press conference was attended by 24 editors representing the local media scene and including prime time news channels. It was even attended by Regional News stations such as BBC Arabic. Conference was covered on all national TV stations during 8 PM news bulletin on same night and news made the headlines the next day in all newspapers and news portals websites. The social experiment video went viral and became the talk of the town preparing the ground for an impressive campaign to be launched. The campaign achieved a total number of 98 placements dominating the entire media scene through news reports, TV shows and prime time talk shows, reaching out to more than 8,585,450 people.

The Situation

The success of the "School Heroes" campaign relied heavily on PR and its tactics, be it from the launch via main influencers, or via media stakeholders and officials, press releases, TV shows and appearances, press conference, and clippings. PR was an essential component to demonstrate the innovative idea behind the campaign and the work that built the understanding of the main message and the main objectives of the Back to School campaign.

The Strategy

After 2 years of successful back to school campaigns, came the 3rd year where we had to ensure a higher enrolment and retention at schools, so we created hype around the issue again and we wanted our messages to unfold amongst our key stakeholders i.e. Parents and caregivers/ officials/ schools/ donors and the media. So we divided our strategy into 3 folds: 1- The Hype 2- The Recruitment 3- The Retention During the first phase, we utilized the social platform through a social experiment where it was picked up by all social channels and PR. Once we established the hype through the social experiment, we launched our campaign via the main ATL and BTL channels, and then we maintained through a series of activities on-ground in schools. All the media mix was integrated through the same message, empowering everyday stakeholder to be members of the "School Heroes".

Credits

Name Company Position
Danielle Chebli Memac Ogilvy & Mather, Beirut Creative Director
Naji Boulos Memac Ogilvy & Mather, Beirut Managing Director
Rima Isho Memac Ogilvy & Mather, Beirut Business Director
Bachir Ghanem Memac Ogilvy & Mather, Beirut Account Director
Elly Rahme Memac Ogilvy & Mather, Beirut Account Manager
Christan Safi Memac Ogilvy & Mather, Beirut Associate Creative Director
Tina Arab Memac Ogilvy & Mather, Beirut Senior Art Director
Marie Noelle de Chadarevian Memac Ogilvy & Mather, Beirut Senior Copywriter
Malek Badreddine Memac Ogilvy & Mather, Beirut Senior Copywriter
Nour Jurdi Memac Ogilvy & Mather, Beirut Arabic Copywriter
Dimitri Ghalieh Memac Ogilvy & Mather, Beirut Senior Graphic Designer
Reem Ayoubi Memac Ogilvy & Mather, Beirut Graphic Designer
Jean Rizk Memac Ogilvy & Mather, Beirut Senior Graphic Designer
Lara Accaoui Memac Ogilvy & Mather, Beirut Art Director
Mira El Hajj Memac Ogilvy & Mather, Beirut Graphic Designer
Juliano Abboud Memac Ogilvy & Mather, Beirut Social Graphic Designer
Roy Bou Abssi Memac Ogilvy & Mather, Beirut Social Media Account Director
Terry Abdel-Massih Memac Ogilvy & Mather, Beirut Social Media Account Manager
Nadine Daoud Memac Ogilvy & Mather, Beirut Senior Social Media Executive
Mariella Abdo Memac Ogilvy & Mather, Beirut Regional PR Planner
Carmen El-Hajj Memac Ogilvy & Mather, Beirut PR Director
Maya Kerbage Memac Ogilvy & Mather, Beirut PR Account Director
Layale AbouAntoun Memac Ogilvy & Mather, Beirut PR Senior Account Manager
Nizar Tawil Memac Ogilvy & Mather, Beirut Production Manager
Liliane Hanbali Wahm Productions Executive Producer
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