LBCI: CHEYEF HALAK

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.