CHEYEF HALAK by Impact BBDO Beirut for LBCI

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CHEYEF HALAK

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

Awards

Dubai Lynx 2013
Media INTEGRATED MEDIA CAMPAIGN BRONZE

Credits & Description

Client LBCI
Product ANTI-DISCRIMINATION
Entrant IMPACT BBDO Beirut, LEBANON
Type of Entry: Media: Integrated Media
Category: INTEGRATED MEDIA CAMPAIGN
Title: CHEYEF HALAK
Product/Service: ANTI-DISCRIMINATION
Entrant Company : IMPACT BBDO Beirut, LEBANON
Advertising Agency : IMPACT BBDO Beirut, LEBANON
Media Agency : IMPACT BBDO Beirut, LEBANON
Name Company Position
Walid Kanaan Impact BBDO Regional Executive Creative Director
Jocelyne Tawk Impact BBDO Digital Account Director
Omar Sadek Impact BBDO Manager - Content Developemnt
Georges Kyrillos Impact BBDO Art Director
Omar Frangieh Impact BBDO Head Of Tv
Rawad Keyrouz Impact BBDO Tv Producer
Nayla Kheyreddine Impact BBDO Account Executive
Chris Jabre Impact BBDO Copywriter
Miriam Jbeili Impact BBDO Seniorer Copywriter
Pierre El-Daher LBCI Ceo
Results and Effectiveness:
The initiative became the talk of the town and spawned the attention of LBCI’s competitors who also covered discriminatory issues. The campaign had a behavioral impact on Lebanese and discrimination was no longer accepted;: Middle East airlines Ground Services staff was dismissed following a racist incident. Tourism Minister stated there would be zero tolerance against racism. Philippines government lifted its deployment ban, allowing Filipino workers to return to Beirut. The TVCs got more than 45,000 views on Youtube, on-ground activation got more than 17,000 views in 7 days. The Cheyef Halak FB likes increased by more than 10,000 since the launch of the discrimination campaign, totaling to 50,000.
Creative Execution:
Creative Execution TVCs: 2 contentious TVCs were created to trigger the debate that’s been smothered for years. Hotline: 2 numbers were set up to report any misconduct against foreign workers, in collaboration with highly active NGOs. Radio Stunt was implemented to intensify the debate by hijacking a popular morning show provoking the audience to react in favor of our cause. On Ground Activation, in response to the obscene boycott of foreign workers in public places we organized a 5-star seated dinner for foreign workers ONLY, where Lebanese people were forbidden entry. We created a reverse discrimination situation. Online Activation served to remind the Lebanese of what humanity meant. In order to browse the Cheyef Halak website, users were wittily imposed to prove their humanity by filling in humanitarian claims instead of random CAPTCHA messages. This activation was also adapted to press.
Insights, Strategy and the Idea:
Due to years of war in Lebanon, the country suffers from the absence and inefficiency of governmental accountability and lack of civic education. Consequently, behavioral problems in the Lebanese society are numerous, from corruption and environmental irresponsibility to racism and traffic misconducts. The core objective remained the same: Empowering citizens to expose and shame wrongdoers to generate behavioral change. It is a social reality to state that often Lebanese citizens take pride in outsmarting the law, so inspired by this unshakable Lebanese pride, the 360° campaign kicked off with the traffic theme moving to tackled racism and discrimination considered as taboo topics in our society. Maintaining the “Cheyef Halak” tone of voice was crucial; just sarcasm. The TVCs, which were aired on LBCI and uploaded on YouTube aimed at exposing the level of ignorance and misperception in the Lebanese society.