2020/2021 Winners & Shortlists

Background

In early October, Lebanon experienced a staggering 220% increase in coronaviruses compared to August, a record-breaking figure. To a country with such a small population, this number is a major threat. As Lebanon grappled with the COVID-19 pandemic, the youth continued to neglect the government’s plea urging them to wear face masks. They kept going out shopping, to restaurants, pubs, gatherings at key public districts, etc, without wearing face masks. As an integral part of the Lebanese community, the American University of Beirut (AUB) wanted to find a way to step in and talk to the youngsters, raising awareness about wearing face masks. Basically, AUB wanted to have the talk, the COVID-19 talk. The objective was to quickly find a way to get to the youth and spread the socially responsible message of wearing face masks.

Describe the strategy

Halloween is one of the most anticipated events for the youth in Lebanon. Each year, kids and young adults go out trick or treating, to costume parties, major pub streets, and hang out in key public districts that are always filled with youngsters in their spooky and scary Halloween costumes enjoying this yearly awaited event. Our main approach was to use Halloween as a way to connect with our target audience, the youth in Lebanon, who despite the government’s plea for them to wear face masks was being ignored over and over again. A few days before Halloween, The American University of Beirut (AUB) posted a video on its social media platforms i.e. Facebook, Instagram, Twitter & Linkedin, showing youngsters in scary costumes hiding, fearing, and running away from an even bigger threat. That threat, revealed at the end of the video, is a man without a mask.

Describe the execution

The video was posted a few days before Halloween, on the American University of Beirut's (AUB) social media platforms. The video opens on two teenage girls dressed in Halloween costumes, coming out of what sounds like a Halloween party. One of the girls notices someone coming towards them. Her friend grabs her and they both run off in fear. The film continues in the suburban-like neighborhood, with eerie background music, and an overall Halloweeny vibe. We see youngsters in spooky costumes hiding, fearing, and running away from this mysterious person. Throughout the video, we (the viewer) don't see this person's face. In the end, his face is revealed. He looks normal. Just not the new normal. He's not wearing a mask. As he steps into the light, the end message appears on screen: The scariest thing this Halloween is no mask at all. Protect yourself. Protect others (graphical face mask).

List the results

The film was an instant hit. In less than 48 hours, our message reached more than 9.5 million people, with 1.2 million post engagements, recording 25,904 shares, and 98% positive sentiments. The video was quickly picked up by worldwide publications and TV networks dedicating segments covering the video during primetime news and morning shows. The US & UK embassies also shared the video on their official social media platforms, alongside the region’s most prominent social media influencers. The American University of Beirut's social media channels recorded a 236% increase in new followers. All the above-mentioned recorded in less than 48 hours!