Trillion For Lebanon Print Trillion For Lebanon: Tears in Lebanon by TBWA\RAAD Dubai

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Trillion For Lebanon: Tears in Lebanon

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Industry Public awareness
Media Print, Magazine & Newspaper
Market United Arab Emirates
Agency TBWA\RAAD Dubai
Released February 2008

Awards

Mena Cristal Awards 2008
Marketing - Cristal

Credits & Description

Context
Raise funds to rehabilitate survivors of the Lebanon crisis through a direct mailer

Philosophy/Solution
Avoiding overexposed pictures of injured children, a guidebook "Treasures of Lebanon" was mailed. But instead of beautiful pictures inside, the reader finds pages made of tissue paper.

Results
300 copies were mailed and the charity dinner was a success. The amount raised was $224.600 giving a ROI of 1020%
Title "Tears in Lebanon"
Agency TBWA/RAAD
City Dubai
Advertiser Trillion For Lebanon
Brand Name Trillion For Lebanon
Business Sector Charities, Foundations, Volunteers
Market United Arab Emirates
Country of Production United Arab Emirates
Language English
Type Direct Mail