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Media Promo & PR, Case study
Agency ASDA'A Burson-Marsteller
Released September 2012

Credits & Description

Category: Public Affairs
Product/Service: ARAB YOUTH
Chief Executive Officer: Sunil John (ASDA'A Burson-Marsteller)
Chief Operating Officer: Bashar Al Khadi (ASDA'A Burson-Marsteller)
Director, Finance Practice: Nicholas Nesson (ASDA'A Burson-Marsteller)
Director, Strategy: Stephen Worsely (ASDA'A Burson-Marsteller)
Director, Consumer Practice: Margaret Flanagan (ASDA'A Burson-Marsteller)
Senior Consultant: Alistair Crighton (ASDA'A Burson-Marsteller)
Head of Digital Practice: Abha Malpani (ASDA'A Burson-Marsteller)
Media placement: Article - Financial Times, UK, International - 15 March 2011
Media placement: Broadcast Interview - CNBC, US - 15 March, 2011
Media placement: Article - Berlinske, Denmark - 16 March, 2011
Media placement: Press Release - Khaleej Times, UAE - 16 March, 2011
Media placement: Article - Gulf News, UAE - 16 March 2011
Media placement: 12 Page Special Report - Arabian Business - 19 March, 2011
Media placement: Special Report - Focus Magazine, Germany - 28 March, 2011

Summary of the Campaign
Since 2008, the Arab Youth Survey has provided much needed insights into the behaviours of the region’s most populous and arguably least understood demographic: its young people.
However, by early 2011, when the results of the 2010 Survey were due to be announced, that voice had become louder and the political landscape of the region had changed markedly.
While the existing survey findings from late 2010 served as a snapshot of the feelings of a generation at the tipping point, it was clear that new information was essential to see how young people had responded to the protests and unrest that had swept the region. The updated Arab Youth Survey 2010, unveiled simultaneously in Dubai and New York, provided clients, businesses, governments, policymakers and the media with essential, and timely data to help them make sense of what was happening across the Arab world.
The survey has served as a thought leadership platform for the last three years for the PR consultancy and has been seen as a value-added service to the Arab world, earning a special proximity and place among its client base.

The Situation
In 2008, the dearth of quality research and information on the Middle East’s young people in a region where the under 24 year old's make up two thirds of the population, was becoming increasingly obvious. Clients, businesses and governments were often unable to make fully informed decisions based on data, instead, relying on gut instinct. With this demographic becoming ever more central to shaping (and gauging) future regional trends, the Annual Arab Youth Survey was initiated. This year, in the wake of widespread regional protests, the findings of the 2010 Annual Arab Youth Survey have never been more relevant.

The Goal
The 2010 study was commissioned to provide insights into the behaviour, thoughts and aspirations of Arab youth aged 18-24 in 10 Middle East countries, and to disseminate that data to clients, governments, businesses, media and the public. Research looked at attitudes to democracy, access to technology, media consumption, social media, leisure-time, spending habits, perception of brands, education and employment among 2,000 young people across those countries. A successful survey would be one which was relied upon by regional governments in their policymaking, by regional and global companies in their business decisions, and by media as the basis for substantial stories.

The Strategy
Establish the 2010 Arab Youth Survey as a source of tangible facts to be used by media, government and business by identifying the desires and frustrations that led to the protests. Position the Survey as the number one source in the region for information relating to young people. Publish an in-depth White Paper based on the results of the survey to further highlight the scientific underpinnings of the Survey, the relevance of the results to recent events, and building on bank of data collected over three years. Update the website to take findings to the public and civil society. Use traditional mass media outlets and social media, locally, regionally and internationally, to ensure the greatest possible coverage for the results. Highlight the link between youth’s desire for democracy and the momentous changes taking place around the world.

Given events occurring as launch date approached, it was decided to return to the field. Tabulation and analysis of original survey results from December 2010 /January 2011, the "re-field" survey of 500 interviews conducted in February and March 2011, and the awareness campaign were conducted simultaneously.
The Survey was unveiled at media launches in New York and Dubai on March 15, 2011. Results were shared in advance with Arab Ambassadors at an event in Washington DC. Exclusives were placed Financial Times, CNBC USA and Al Arabiya, and report authors and senior executives available for interviews. At the media launches customised press releases, a suite of survey results, at-a-glance Top 10 findings and an in-depth 7,000 word White Paper issued to journalists, in Arabic and English, and emailed to 1,300 policymakers, clients and prospects.
The New York event included a live Webinar involving the survey’s key personnel, broadcast globally.

Documented Results
• 2,500 face-to-face interviews conducted in 10 countries
• Exclusive briefing on findings with Arab Ambassadors in Washington DC
• Regional high level government briefings on findings
• Exclusive interview with senior management on CNBC USA
• Exclusive placed with Financial Times international edition, Al Arabiya and
Gulf News to coincide with unveiling of the findings
• Print coverage across every daily newspaper and all major business magazines in the UAE
• Launched and managed website with data and white papers from last three years – findings freely available to the public and civil society
• Additional print coverage secured across Europe and North America
• Exclusive placement of 12 page spread across leading weekly business title Arabian Business, plus further coverage on
• Individual decks on specific country information disseminated widely to clients throughout region
• 1,300 policymakers, clients and prospects provided with white papers, findings and analysis.