A Bet for a National Conscience Case study A Bet for a National Conscience by H&C Leo Burnett Beirut

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A Bet for a National Conscience

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Industry Public awareness
Media Case study
Market Lebanon
Agency H&C Leo Burnett Beirut
Copywriter Farid Chehab
Released May 2012


Golden Drum 2012
Public relations Social responsibility Golden Drum Grand Prix

Credits & Description

Group: V Public relations
Subgroup: V84 Social responsibility
Product and services: CSR / PR Campaign
Country: LEBANON
Brand name: A Bet for a National Conscience
Advertiser: Leo Burnett Beirut
Advertising agency, city: Leo Burnett, Beirut
Art director: Charbel Sawane, Nancy Karam
Copywriter: Farid Chehab
Creative director: Bechara Mouzannar (CCO), Malek Ghorayeb (Regional Executive Creative Director), Areej Mahmoud
Account Director /Manager: Farid Chehab (Chairman), Nada Abi Saleh
Other credits: Jo Chemali (PR MD) / Karen Jreissati (PR) / Hala Akiki (PR)
Campaign idea explanation:
Lebanon is plagued by continuous political unrest that jeopardizes its future. The Lebanese population lost faith in their politicians and can’t seem to find any common national objective to rally around. By applying its humankind philosophy (change the way people think, feel and behave), Leo Burnett initiated a CSR campaign to trigger National Conscience. The campaign started with the development of a book, written by Leo Burnett Mena Chairman, Farid Chehab, “A Bet For A National Conscience” promoting federative economy.The book was posted online; with the option for readers to input their opinion. The book would evolve accordingly. Few months later, the book was printed in Arabic, French and English and was launched in the 2 most important book fairs in Lebanon.The success was immediate, with 8 million online hits and 2.2. Million USD in free PR coverage across all Media. Even national network billboards were granted for free to support this National Cause. In few months the book sold 2000+ copies and became the subject of university students’ discussion forums and economical workshops. The cause lead to the creation of the first civic economic lobby in the history of the Nation ( Civic Influence Hub , CIH) with the objective of activating the 5-year water plan as a first federative project (project Blue Gold). Perhaps, The most interesting result was the correlation between a hasty parallel project launched on april 25 by the government, the public hype and the foundation of CIH.
Multiple entry explanation:
The success is immediate; the site gets 8 Million hits and the book more than $ 2.2 Million in free media coverage. The objective was fully reached, as only 9 months after the e-launch, a group of influence –Civic Influence Hub- CIH- was created by 35 of the most powerful Lebanese businessmen.CIH raised on its first session $ 2Millions to fund its activities. The e-book was read on-line by more than 10,000 people across 318,510 interactive sessions. The site received 7,856,791.00 hits until march 2012.In libraries, more than 2000 copies were sold until March 2012. Chehab is now invited to conferences, talk shows and universities to develop the ideas of the book. Finally, the success of the book led to the launch on April 25, 2012 of a parallel governmental project for water, indicating a strong correlation with the public hype, CIH creation and demand generated by the book.