2018 Winners & Shortlists

NOT BEFORE 18

Short List
Client/BrandRDFL
Product/ServiceAWARENESS CAMPAIGN
EntrantJ. WALTER THOMPSON BEIRUT, LEBANON
Type of EntryCampaign
CategoryIntegrated Campaign led by PR
Idea Creation J. WALTER THOMPSON BEIRUT, LEBANON

The Campaign

And so we created a campaign that, for the first time, tackled this societal issue from a medical point of view.

Execution

We spread visuals with our medical facts on print, outdoor, BTL, online and in the launch press conference, transforming traditional communication channels into public medical announcements. We then launched a film, on TV and online, depicting what looks like an early marriage, but instead of a religious figure blessing the union, we had a doctor advising against it. Finally, we transformed more than 33 influencers into medical spokespeople by supplying them with all the relevant medical information, which they spread online in the form of medical advisory videos.

In less than 1 month: - Over 33 celebrity endorsed videos - 1.2 million reached only on Facebook - More than 9 million dollars of earned media and PR The campaign, which was initially backed by the ministry of Women’s Affairs, became such a hot medical topic that the Ministry of Health decided to endorse it too, taking our medical campaign to a new level of credibility. Just two weeks after the launch of the campaign, the Speaker of the Lebanese Parliament, Nabih Berri, immediately referred our proposed law on the protection of children from early marriage to the Administration and Justice Committee, the last step before being voted into law. This is how, in a sectarian country, we were able to transcend social norms and got a life-saving point across. Because medical facts are indisputable.

The Situation

We decided to tackle a societal issue from a medical point of view, and in order to do so, PR efforts went to scout for the most renowned and credible doctor: Dr. Faysal el Kak, Obstetrician and Gynecologist but also president of the Arab association of OB-GYN Societies. Dr. Faysal's medical facts and analysis were then given to more than 33 carefully selected influencers who spread them further. Among these influencers were a priest and a sheikh, which furthered helped us break the societal taboo.

The Strategy

To reach the maximum number of parents in the population, we transformed our 8 communication channels into public medical announcements. TV, Online, print, outdoor and BTL carries our medical messages. Our film was built on a real credible doctor in the region and in Lebanon, Dr. Faysal el Kak, Obstetrician and Gynecologist but also president of the Arab association of OB-GYN Societies. PR efforts gathered more than 33 influencers which were turned into medical spokes people.

Credits

Name Company Position
Nicolas Geahchan J. Walter Thompson Beirut Regional Executive Creative Director
Paola Mounla J. Walter Thompson Beirut Creative Director
Maya Mohtar J. Walter Thompson Beirut Senior Art Director
Carla Aouad J. Walter Thompson Beirut Art Director
Maher Dahdouh J. Walter Thompson Beirut Copywriter
Tarek Haddad J. Walter Thompson Beirut Managing Director
Billy Baz J. Walter Thompson Beirut Group Account Director
Mohamad Kobrosly J. Walter Thompson Beirut Account Executive
Gilbert Nahas J. Walter Thompson Beirut Head of TV and Content production
Hayat Mirshad RDFL Activist