2019 Winners & Shortlists

ENDING VIOLENCE AGAINST CHILDREN (EVAC) - ANTI-BULLYING CAMPAIGN

Client/BrandAWLADNA/UNICEF EGYPT
Product/ServiceANTI-BULLYING AWARENESS
EntrantBEE MEDIA PRODUCTIONS Giza, EGYPT
Type of EntryCampaign
CategoryIntegrated Campaign Led by Direct
Idea Creation BEE MEDIA PRODUCTIONS Giza, EGYPT
Idea Creation 2 AXEER STUDIO Cairo, EGYPT
Idea Creation 3 UNICEF Cairo, EGYPT
Idea Creation 4 EUROPEAN UNION DELEGATION IN EGYPT Cairo, EGYPT
Idea Creation 5 NATIONAL COUNCIL FOR CHILDHOOD AND MOTHERHOOD Cairo, EGYPT
Media Placement BEE MEDIA PRODUCTIONS Giza, EGYPT
Media Placement 2 UNICEF Cairo, EGYPT
Media Placement 3 EUROPEAN UNION DELEGATION IN EGYPT Cairo, EGYPT
Media Placement 4 NATIONAL COUNCIL FOR CHILDHOOD AND MOTHERHOOD Cairo, EGYPT
Media Placement 5 MINISTRY OF EDUCATION AND TECHNICAL EDUCATION Cairo, EGYPT
PR UNICEF Cairo, EGYPT
PR 2 EUROPEAN UNION DELEGATION IN EGYPT Cairo, EGYPT
PR 3 NATIONAL COUNCIL FOR CHILDHOOD AND MOTHERHOOD Cairo, EGYPT
PR 4 MINISTRY OF EDUCATION AND TECHNICAL EDUCATION Cairo, EGYPT
Production BEE MEDIA PRODUCTIONS Giza, EGYPT
Additional Company MARKETEERS RESEARCH Cairo, EGYPT

Why is this work relevant for Direct?

The campaign was designed with a positive narrative approach where the National Child Helpline 16000 was mentioned at the end of the Ads and was used as a referral mechanism for children, parents and caregivers seeking expert support saw a surge in the average number of calls that reached 65,000 calls compared to the average 10,000 during the same period last year.

Background.

Bullying is a worldwide phenomenon that takes several forms, including physical attacks and bullying among children and adolescents. In Egypt, 70% of students of age 13-15 have been subject to bullying by peers. The National Council for Childhood and Motherhood (NCCM) supported by UNICEF in partnership with Ministry of Education and Technical Education (MOETE) in Egypt and funded by the EU, planned to launch a multimedia mass communication national campaign #ImAgainstBullying to increase social awareness on peer violence and bullying; with the aim of sensitizing children and adolescents on the problem, providing empowering alternatives to ultimately reduce the acceptance of peer violence, enhance demand of child protection services and leading coordinated Ending Violence Against Children (EVAC) efforts in Egypt at different levels under the EVAC advocacy brand ‘Awladna’. The campaign was linked to the National Child Helpline 16000 as a referral mechanism for children, parents and caregivers seeking expert support.

Describe the creative idea.

Through this campaign we wanted to localize the concept of bullying through raising awareness against it, naming it in our own language and establishing it as an unacceptable and shameful behavior. Emphasizing on the fact that bullying does not have a grey area, its either black or white; its either bullying or not. There is no such thing as “child’s play”. Bassem a 13-year-old student finding himself in the middle of the bullying circle surrounded by bullies, bystanders and kids who are against bullying. In each copy we see the circle from a different perspective; from the Teacher's, the Family's and Bassem's perspectives. It was also very important to reveal a positive call to action in all the copies to motivate audience to take an action!

Describe the strategy.

The campaign main target audiences are children and adolescents, ages 7 to 18 as being the age most vulnerable to peer violence; and the influencers being parents, caregivers and teachers. For the conceptualization of this issue, 24 focus groups and in-depth interviews have been carried out with children between 7&18 years old, covering 4 major cities in Egypt. We also tested the copies and got more inspired with their real life experience that has been reflected in the final product. The campaign was designed with a positive narrative approach where the National Child Helpline 16000 was mentioned at the end of the Ads and was used as a referral mechanism for children, parents and caregivers seeking expert support.

Describe the execution.

Before and during the creative process research and focus groups were set to make sure we are going in the right direction. In January 2018 we locked the creative output and directly proceeded with the shoot preparations and shot the Ads in Feb 2018. We casted hundreds of children for the main roles to find our main actors, scouted different schools around Egypt to choose our main location, designed the home at the school as a set so we don’t have to move to another location. The campaign included 3 TVCs, 1 infographics video, 3 online testimonies. In September 2018, It was broadcasted through TV, Radio, digital platforms, outdoor billboards as well as on-ground activities on a national scale. In its design phase, the campaign capitalized on UNICEF Egypt’s Ambassadors Actor Ahmed Helmy and Actress Mona Zaki who acted as faces and voices of the campaign.

List the results.

The target of the campaign was a reach of 80 million, which was surpassed to more than 97 million users on UNICEF digital platforms, with more than 4.4 million actively engaged with the campaign. The campaign videos reached more than 21.3 million views. The huge amount of online interactions with the campaign by children, teachers, parents and caregivers indicate that these audiences related to the campaign and were encouraged to speak up about bullying. Most importantly, we witnessed a smooth and natural rise of using the term “Tanamor” (the Arabic translation of bullying) across social media platforms, online and broadcast media. The National Child Helpline saw a surge in the average number of calls to 65,000 calls compared to the average 10,000 during the same period last year. Egyptian celebrities voiced their personal stories and stance against bullying in a video contribution as well.

Credits

Name Company Position
Zeina Eissa BEE Media Productions Executive Producer
Tamer Ashry BEE Media Productions CEO and Director
Moustafa Salah BEE Media Productions COO and Head of Production
Abdelrahman Khedr Axeer Studio CEO
Yara Ayyash Axeer Studio Creative Director
Bruno Maes' Team UNICEF Egypt Representative
Dr. Azza Al Ashmawy's Team National Council for Childhood and Motherhood Secretary General
Dr. Tarek Shawky's Team Ministry of Education and Technical Education Minister
Ivan Sûrkos' Team European Union Delegation in Egypt Ambassador
Links
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