2020/2021 Winners & Shortlists

Why is this work relevant for Media?

We were on a limited budget. We used the power of social media to ignite a user generated campaign never before seen in Jordan.

Background

Jordan is one of the most water scarce countries on this planet. Our goal is to raise awareness about water scarcity and encourage action.

Describe the creative idea / insights (30% of vote)

We worked off the idea that people will rally to the cause if we made our message simple enough, and gave them a way to voice their support easily. Our message was لا تستهين بالنقطة which literally translates to "Don't Underestimate the Drop/Dot" and roughly to "Every Drop Counts"

Describe the strategy (20% of vote)

The Arabic language doesn’t just rely on the shapes of letters, but also the dots located above and below these letters. These dots can change what a word means or make it unreadable when removed. Some words in the language may have multiple meanings. With this campaign, we utilized the word “Noqat”, which means both “dots” and “drops”, to create a line in Arabic that translates to “Every Drop/Dot Counts”, however, all dots on this line were taken off.

Describe the execution (20% of vote)

We started with an out of home billboard campaign, and got traditional offline and online news outlets to remove the dots from their logos. Followed that up with what became one the of the biggest viral campaigns in Jordan's history, where people and brands – local and international – posted their name/slogan without dots, including our hashtag.

List the results (30% of vote)

57 millions impressions. 20% increase in awareness about water scarcity in the country. 3.5 million residents reached in the capital of Jordan.