MINSITRY OF SOCIAL AFFAIRS Case study WAR-TORN WALLS by Lowe Pimo Beirut

WAR-TORN WALLS

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Industry Public awareness, Against violence
Media Case study
Market Lebanon
Agency Lowe Pimo Beirut
Released April 2012

Awards

Mena Cristal Awards 2013
Outdoor Ambient (All Product Categories) Cristal (Gold)

Credits & Description

Client MINSITRY OF SOCIAL AFFAIRS - SAVE THE CHILDREN
Product NO TO VIOLENCE AGAINST CHILDREN
Entrant LOWE PIMO Beirut, LEBANON
Type of Entry: Outdoor: Ambient
Category: SPECIAL BUILD
Title: WAR-TORN WALLS
Product/Service: NO TO VIOLENCE AGAINST CHILDREN
Entrant Company : LOWE PIMO Beirut, LEBANON
Advertising Agency : LOWE PIMO Beirut, LEBANON
Name Position
Madona Zaidan Creative Director
Mayssam Arabi Copywriter
Maria Hakim Art Director
Joumana Mikaelian Account Supervisor
Mona Mouzer Advertiser's Supervisor
Joumana Mikaelian Account Manager
Description of Ambient execution:
WHEN THE CRACKS OF A WAR-TORN WALL BECOME THE BRUISES ON A CHILD’S BODY. A campaign in collaboration with the Ministry of Social Affairs and Save the Children, to raise awareness of the issue of violence toward children, and to promote the dedicated hotline 1714. About 45% of children are exposed to physical violence annually. Transparent stickers of children were superimposed on war-torn walls of Beirut, to illustrate the violence inflicted upon children. This shocking trompe l’oeil effect resulted in a disturbing combination revealing a bullethole piercing through a child’s eye, and a wall cracking down a child’s back. The slogan also added to the concept: “Violence won’t teach them, it will scar them forever”. These stickers were placed in several locations across Lebanon and invited people to call for action, and report violence to the hotline number provided
English Translation of Main Headlines:
"Violence won’t teach them, it will scar them forever”.