ACT-PR by Grey Beirut for ACT FOR THE DISAPPEARED

ACT-PR

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Case study
Market Lebanon
Agency Grey Beirut
Released January 2013

Awards

Dubai Lynx 2013
PR BEST INTEGRATED CAMPAIGN LED BY PR GOLD

Credits & Description

Client ACT FOR THE DISAPPEARED
Product ACT FOR THE DISAPPEARED
Entrant GREY WORLDWIDE MENA NETWORK Beirut, LEBANON
Type of Entry: PR: Best Campaign
Category: BEST INTEGRATED CAMPAIGN LED BY PR
Title: ACT-PR
Product/Service: ACT FOR THE DISAPPEARED
Entrant Company : GREY WORLDWIDE MENA NETWORK Beirut, LEBANON
Advertising Agency : GREY WORLDWIDE MENA NETWORK Beirut, LEBANON
Name Company Position
Marc Chalhoub Grey Mena Cco
Greg Majdalani Grey Mena Ecd
Ghassan Khairallah Grey Mena Cd
Rik Corijn Grey Mena Cd
Sandra Hojeij Grey Mena Digital Cd
Rania Khoury Grey Mena Tv Producer
Naim Bahous Grey Mena Copywriter
Jean-Paul Moubarak Grey Mena Account Manager
Roy Farhat Grey Mena Dco
Karim Nader Grey Mena Md
Describe the campaign/entry:
The Lebanese Civil War lasted too long, Creating a void of 17,000 - whose fate, till today, is unknown. With ’Enough Waiting’ as the campaign idea, a multimedia initiative was rolled out to encourage the government to take action, and close a dark chapter of 30 years of war.
Describe the brief from the client:
Backed by the Norwegian Ministry and the Kingdom of Netherlands, the NGO ‘act for the disappeared’ wanted to not only raise awareness of this tragedy, but also push the government to react.
Results:
On that day, a first-of-its-kind petition was submitted for the support of a government decree to start investigating about the disappeared. And on this very day an entire nation appeared as one, united through their support of the ‘act for the disappeared’
Execution:
With ’Enough Waiting’ as the campaign idea, a multimedia initiative was rolled out. It kicked off with a series of gripping TV commercials strongly highlighting the plight of those waiting. The campaign then went into outdoor and print executions. Digital media banners on key websites, redirected users to a 10-second countdown. Disappearing profile pictures on facebook marked the support of thousands, creating 15,000 likes overnight. Headlines in leading newspapers generated top stories on TV. The nation’s leading TV station dedicated, to this initiative, an entire episode of the highest rated political talk show. To prompt the government for action, we called upon the nation to join a march to the parliament, together with the families of the disappeared, on November 17. At the parliament, we put up a paneled wall. As more and more people signed on it, the faces of those who disappeared were revealed.
The Situation:
There were no sustained efforts by the government to actually know what happened to 17,000 disappeared.
The Strategy:
With ’Enough Waiting’ as the campaign idea, a multimedia initiative was rolled out to culminate into a call upon the nation to join a march to the parliament, on november 17, and submit an official petition.