2022 Winners & Shortlists

KELNA DAKETRA

BrandMTV
Product/ServiceMTV VACCINATION CAMPAIGN
EntrantTBWA\RAAD Beirut, LEBANON
CategoryMedia / Entertainment
Idea Creation TBWA\RAAD Beirut, LEBANON
Production WONDERFUL PRODUCTIONS Beirut, LEBANON

Background

Are you a doctor? No? Because in Lebanon, everyone is a doctor. Every single person is an expert and can provide solutions and advice for any medical issue, including fighting off the coronavirus. The most ridiculous magical cures were spreading online and through word-of-mouth. Murr Television (MTV) is the leading independent media station in Lebanon and it is their responsibility to help the truth spread. So, as absurd solutions were piling on, and people were not signing up for vaccinations, MTV took it upon themselves to combat this issue. They launched a campaign shedding light on all the wannabe doctors across the country, telling them to be experts in anything, but not medicine. The brand had two interconnected purposes: - Create awareness around the danger of misinformed conversations. - Build up public and positive conversations around the vaccines’ benefits.

Describe the strategy

People in Lebanon were not signing up for vaccinations despite a massive push from the government. They relied mostly on the genius creations of friends and family, such as garlic diets and sticking items up their nose to block the airflow of the coronavirus. A famous singer Ragheb Alama even went on TV claiming the vaccine is useless and people should rely on alternative methods to protect themselves. To understand matters, MTV went ahead and began studying statements and conversations from all types of people talking nonsense about so-called homemade Covid treatments. However, the conversations in themselves were not the problem. The real problem was that people are simply keen on trusting the ones who are closest to them, whether they’re family or friends. How could MTV discredit people you probably love and shift public conversations towards medical and scientific truths?

Describe the execution

The MTV Kelna Daketra campaign began with recruitment ads seeking graduates with the most absurd doctorate degrees: a “shisha doctor”, a “gossip doctor”, a “nail-polishing doctor”, etc. We followed this with a revealer showing “typical” characters giving out fake medical advice against coronavirus in the most light-hearted and relatable manner. One example was a driver telling people nicotine is proven to kill the coronavirus. Another was a recipe for foul, a Lebanese breakfast dish, made specifically to combat the virus, claiming garlic is better than the vaccine. At last, MTV launched a talk show along with a digital hub, where people could create their own degree certificates from a funny list of specializations (we even distributed the certificates on air). Most importantly, this same website contained crucial information about the vaccine and raised awareness about the misinformation around Covid. Get your expert certificates, everybody. But, please, also get your vaccines.

List the results

The engagement MTV Kelna Daketra received exceeded our greatest expectations. The certificates were circulating around Lebanon and the website received over 357,900 unique visitors (not bad for a country of 4 million people) with 3,456 certificates downloaded. Conversations around them kept going: it became a running joke when someone would give advice; you would get them an official certificate! The campaign even reached a Sheikh at a mosque who mentioned the importance of vaccines in his Friday sermon – and he specifically mentioned the foul recipe we used in our ads. The campaign was picked up by morning and evening news shows – reaching 18.44% of Lebanese viewers. According to Trading Economics, in April, only 6% of Lebanese had received a vaccination dose; by end of year, we had reached 64%. Even the singer Ragheb Alama took the vaccine eventually. Good for him. Good for MTV. Good for everybody.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Georges Kyrillos TBWA\RAAD Creative Director
Jad Chidiac TBWA\RAAD Senior Art Director
Nour Christidi TBWA\RAAD Copywriter
Pia Haddad TBWA\RAAD Copywriter
Ricardo Gasparian TBWA\RAAD Strategy
Emad Doughan TBWA\RAAD Head of Digital
Mira El Fil TBWA\RAAD Junior Designer
Romy Abdelnour TBWA\RAAD PR & Communications
Nelly Chahwan TBWA\RAAD Producer
Ezzat Habra TBWA\RAAD Traffic
Naveen Madurakariyan TBWA\RAAD Traffic
André Chammas - Film Director
Habib Ghobril MTV Lebanon Client
Jean Nakhoul MTV Lebanon Executive Producer
Links
Website URL   |   Video URL