2018 Winners & Shortlists

WE NEED TO TALK

Client/BrandWORLD YOUTH FORUM
Product/ServiceWORLD YOUTH FORUM
EntrantFP7/CAI Cairo, EGYPT
Type of EntryPractices & Specialisms
CategoryCorporate Communication & Reputation Management
Idea Creation FP7/CAI Cairo, EGYPT
Media Placement INITIATIVE MENA Cairo, EGYPT
PR FP7/CAI Cairo, EGYPT
Production SILVER LINING PICTURES Cape Town, SOUTH AFRICA

The Campaign

The idea was to take these forums to a global level, and so we created the World Youth Forum, an initiative led by the Egyptian government to open the dialogue between youth from all over the world. The theme behind the initiative was wrapped up perfectly in a hashtag, #weneedtotalk. Often said when things aren’t great, the hashtag represented the state of Egypt today. Struggling to make a difference and in the process of grave and aggressive reform across the board and on its youth agenda primarily. We need to talk was a calling on all youth to come and openly discuss the good, the bad and the forbidden.

Execution

The campaign launched with an invitation through our hashtag. Involving more than 40 global influencers and celebrities from over 8 countries, the hashtag was used to tease the world. Each influencer started the conversation on social media way ahead of the actual forum, enticing their own communities about the initiative. Following the teaser, a film was launched online and pushed globally. The film reaffirmed the main message and the call for open dialogue again using the hashtag #weneedtotalk. All of a sudden, flights to Sharm were booked and foreign faces were enjoying our sun, sea and most importantly the conversation. The hashtag spread and news from the event went live on social media, doing exactly what we wanted: getting people talking.

The event went live on social media and managed to garner the attention of more than 10 million people worldwide. Local and foreign press jumped on the conversation both positively and negatively, but either way talking about the importance of open dialogue, something the Egyptian government had never really endorsed before. Global stars such as Helen Hunt and super model Alek Wek applauded the initiative and showcased a new Egypt through their social media channels. The event was a success, so much so that President Abdel Fattah Al Sisi vowed to make it an annual event that would continue to bring youth together…to talk.

The Situation

Egypt in the news sounds like a horrible place. One with many human rights violations, terrorism, and a devastated nation. But the reality is something else. Yes we’ve had our share of problems, but if anything the perception of Egypt and its reality are two completely different stories. Our client, the Egyptian government, was out to fix this problem. Through creating the World Youth Forum, Egypt was going to change this perception. It was going to take decisive steps towards fixing the country’s image by walking the talk.

The Strategy

The strategy was to create an open conversation and an open forum for which the youth to talk openly without any barriers or restrictions. The government was keen to walk the talk and to prove both locally and globally that Egypt’s bad reputation was unjustified and that it was now on its way to rectifying it. Youth were becoming a priority and our strategy was to make this known to the world. We needed youth from all over the globe to want to attend this forum, to fly all the way over and participate, discuss, debate and become active representatives and examples for Egypt’s new and improved reputation.

Credits

Name Company Position
Karim Ayesh FP7/CAI Creative Director
Alaa El Sheikh FP7/CAI Senior Copywriter
Mariam Ibrahim FP7/CAI Art Director
Nourhan Moaz FP7/CAI Art Director
Mohamed Samy FP7/CAI Copywriter
Sondos Effat FP7/CAI Group Account Director
Raghda El Maghrabi FP7/CAI Account Director
Hatem El Rashidi FP7/CAI Account Manager
Heidi Felfella FP7/CAI Senior Account Executive
Rania El Bakry FP7/CAI Head of Digital and Social Media
Yahia Hashem FP7/CAI Digital Account Manager
Heba Radwan FP7/CAI Head of Film Production Department
Moayad Elshenawy FP7/CAI Producer
Aslan Tarek FP7/CAI Assistant Producer
Renier Ridgeway Silver Lining South Africa Executive Producer
Beneath Vlok Silver Lining South Africa Director
Johan Horjus Silver Lining South Africa DOP
The Refinery South Africa The Refinery South Africa Post and Grading
Carol Groenewald The Refinery South Africa Editor
Graeme Armstrong The Refinery South Africa Online Editor
Kyle Stroenewald The Refinery South Africa Colorist
Sary Hany Key 66 Productions Music Composer
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