Type of Entry: Interactive
Category: FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Title: CHEYEF HALAK CAPTCHA
Product/Service: ANTI-DISCRIMINATION
Advertising Agency : IMPACT BBDO Beirut, LEBANON
Regional Executive Creative Director: Walid Kanaan
Account Director: Jocelyne Tawk
Manager - Content Development: Omar Sadek
Senior Art Director: Georges Kyrillos
Copywriter: Chris Jabre
Cre8menia Project Manager: Rindala Bejjani
Published/Released (Month, Year): February 2013
Brief Explanation:
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. Inspired by this unshakable Lebanese pride, the 360° campaign which heart lies online, in now tackling racism and discrimination considered as taboo topics in our society.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.