Encouraging the abused to speak out
In Lebanon, one out of every seven kids has been sexually abused, but victims often don't speak out for fear of the consequences. Himaya, a Lebanese NGO that offers psychiatric treatment for victims of sexual abuse, wanted to launch a campaign to "break the silence" surrounding sexual abuse and encourage victims, witnesses and their families to come forward.
In parks, we camouflaged a man to a bench and placed information cards next to him. Kids and parent ran to engage with the installation to only discover the message behind it—predators can be anywhere and anyone.
The integrated campaign ran in two phases and with three online videos, one outdoor stunts, one direct mailers, two print campaigns, and a social media activations. The integrated campaign we launched in 2013 included online videos, outdoor stunts, direct mailers, and social media activations.
We also ran this eerie radio spot and asked parents, and family member to report abuse.
Awards
Cannes Lion Festival 2013 - Bronze, Non-Profit Integration lead by PR
Effie 2013 - Gold with Jury recognition, for Non-Profit
Dubai Lynx 2013 - Gold for Film - Silver for Integrated Campaign - Bronze for Best Use of Media Relations
Golden Drum 2012 - Shortlist
Leo Burnett 2012-2013
My role: Senior Art Director, leading on the Himaya campaign. We came up with ideas and presented to the clients. Once approved, we started the production on 3 online videos, 1 OOH print campaign, 2 OOH activations, 1 digital activation, Radio Spots, and magazine ads. Finally, we worked with the CCO, Strategist, and Account directors to create the case study for award shows.
Copywriters: Salem Habbous, Grace Kassab
Art Directors: Krystel Hosh, Charbel Sawane, Marya Ghazzaoui
Creative Director: Areej Mahmoud, Tania Saleh
Chief Creative Officer: Bechara Mouzannar
Director: Renault Phillips
Production house: Intaj
Film score: Jade Souaid, Fady Tabbal