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Integration

Finalist

Entrant: J. Walter Thompson Beirut, Beirut
The Good Note - "The Good Note"

Corporate Name of Client: Bou Khalil Supermarché

Client Account Director: Ramy Bou Khalil

Client Account Manager: Ralph Bou Khalil

PR / Marketing Company: J. Walter Thompson Beirut, Beirut

PR / Marketing Executives: Suzanne Talhouk/Lamis Kontar

Agency Account Manager: Lea Halwani

Agency Account Director: Jad Hindi

Managing Director: Tarek Haddad

Agency: J. Walter Thompson Beirut, Beirut

Executive Creative Director: Nicolas Geahchan

Creative Director: Paola Mounla

Senior Copywriter: Maya Khourchid

Senior Art Director: Sally Alzaza

Junior Art Director: Carla Aouad

Head of Production: Antoine Kilzi

Head of TV: Gilbert Nahas

Agency Producer: Clara Tomb


Description of the Project:
Lebanon has absorbed more than 2 million Syrian refugees. More than half are children, drastically increasing the number of children beggars. However, the country lacks the social infrastructure and governance capabilities to meet the needs of its own citizens. As a result, there are no formal channels to help the refugee population and the increasing number of street children. They rely on the goodwill of strangers on the street. Gangs exploited some of the street children, using the money handed to them to buy illicit substances and items. So the Lebanese lost trust in the children and stopped giving, leaving the majority who beg on the streets to survive without access to basic necessities.  As a leading brand since 1935 that pledges ‘generations of care’, Bou Khalil Supermarché wanted to create a permanent and sustainable solution. Our objective was to re-establish trust with the street children and get the Lebanese to give again by enabling them to give responsibly and in turn, enabling the street children to access basic necessities such as food, clean water, personal hygiene items. The Good Note is an alternate currency to be handed out to street children instead of money. It is designed to resemble the smallest denomination of Lebanese currency usually handed to street children, the 1000 Lebanese pound note, and is worth the same amount ($0.66). But it can only be spent on good things at the 11 Bou Khalil supermarket branches across Lebanon and its affiliated pharmacy on food, water, personal hygiene items, medicine and other necessities (with restrictions of alcohol and tobacco products and paraphernalia). A cross-platform communication campaign led people to buy the note and give it to street children instead of money. Creating an alternate currency and bringing it to life with a communication campaign spread across multiple channels (POS, on-ground activation and education, online film, social media, print, outdoor) resonated with the Lebanese by effectively demonstrating the problem of giving money to street children while simultaneously providing a functional and usable solution. The Good Note was covered by local media and international media including Voice of America, Sky News Arabia, Al Jazeera, Al Arabiya, Shots magazine, Yahoo News and Arabic Economic forum. In less than one month, public interest generated $4.2 million in earned media and PR and reached an estimated 20 million social media users. The buzz caused local businesses to pour in to partner with the Good Note, with cafes, bookstores, chocolatiers, pubs and even renowned jewelers now selling Good Notes to their customers. With more than 25 million Lebanese pounds worth of Good Notes circulating around the country, we got the Lebanese to give again and turned a supermarket chain into a social service network.