2019 Winners & Shortlists

Describe the results/impact

We united 2 fighting neighbourhoods and shed the light on a neglected city, and showed the whole world that art is stronger than war. Locals were too afraid from roaming the rooftops out of fear from snipers during repetitive clashes, so this peace sign, which can be seen from the skies, helped achieve a rare form of serenity, a state that we all search for but few find it. The initiative gained a massive media coverage with millions of views through local, regional and international TV networks. It also gained more than 650 000 impressions on various social media channels. From then, we pushed at changing the perception of Arab youth in the world. ASHEKMAN is living proof that despite the darkness that has taken the region, the younger Arab generation thrives on independent initiatives that push the boundaries and showcase Arab culture.

Background

Operation Salam is an initiative that used street art to send a message of peace and hope between members of fighting parties. We painted a gigantic word “Salam”, in Arabic calligraphy, on 85 building rooftops. The word can only be seen from space. In fact, this street art initiative couldn’t be any more specific as the word “Salam” translates to peace in English. The project took place in the North of Lebanon, precisely in the infamous Syria street, an area that witnessed a ferocious civil war that ended a couple of years ago. We worked with 80 people from both fighting parties and from the local neighbourhood. Most of them witnessed the clashes, many of them was injured, and some of them were ex-fighters. The initiative reconciled the opposing members who all participated in the painting process.

Describe the cultural/social/political climate in your region and the significance of your campaign within this context

Being born in the Arab world can be challenging, it can impede one from even daring to dream. To illustrate, the political situation, corruption and the wars that fire up every now and then can demotivate anyone and put them in a state of hopelessness. For others, however, this grim image can be the drive to do something about it. ASHEKMAN has always sought to do exactly that. With the stand we have, we decided to fight the status quo in our way and on our own terms.

Describe the creative idea

A gigantic aerial street art piece was painted of the word peace, using Arabic calligraphy, on 85 building rooftops in Syria street, which separated previously fighting neighbourhoods of Jabal Mehssen and Beb el Tebbeneh. Locals who witnessed the clashes helped in painting a message of peace for the entire country and region, from their own street!

Describe the strategy

The whole campaign was triggered on social media, through a series of posts that gained a lot of momentum and our audience started sharing it and that's how organically it started going viral. We targeted on a micro level the Lebanese and Arab youth, but then when the initiative started to get coverage on international media channels, we reached our second target audience which is the Arab diaspora, spreading in millions across the globe.

Describe the execution

It took us 3 years to prepare for this project with numerous logistical obstacles but we ended up self-financing and executing it in 3 weeks, with the help of over 80 young men from the area. The aerial street art piece is located in Tripoli - Lebanon, and its made out from 85 building rooftop, that stretches over 1.4 km in width. The green paint color used is a special kind of paint to treat the rooftops from leakage and block the heat, improving local tenants lives.