'Cheyef' derives from the Arabic verb 'choof' meaning 'see'. As for the word 'halak', it translates to 'yourself'. The expression 'Cheyef halak?' was employed with 2 meanings, the first being 'Proud?/Showing off?' and the second being 'Do you see what you’re doing?' This CSR campaign holds the objective of creating awareness and influencing behaviours for a social change. Its heartbeat lies online, putting forth the uncivilized conducts by empowering Lebanese citizens to report irresponsible and dangerous behaviour. Each participant - advocator of the cause - makes a positive difference against those foolish enough to believe they can outsmart the law.

4 humorous TV commercials were created, highlighting the problem in a sarcastic manner.The online community took hold of Facebook and Twitter in order to track, capture and report citizens who pride themselves on disrespecting the rules and regulations.

The most popular talk shows, such as 'Kalem El Neis', gave a considerable boost to the campaign.The 'shake-up' became a movement!The campaign earned free media-coverage and gained enormous popularity among bloggers, making it the centre of attention in hundreds of blogs across the globe.Guerilla marketing served public-relations and helped create a unique, engaging and thought-provoking impact, generating buzz and turning the concept more viral.

Large 'Cheyef 7alak' tickets were displayed on cars to highlight wrong behavior.

The deployment covered multiple touch points, from blogs to special seminars, such as Social Media Week in Beirut, and reached niche academic targets including schools and universities.

The campaign created buzz in all media circles, starting off with 4 TV commercials and ending up with a holistic dimension.The TV contents that aired on LBCi and was uploaded onto YouTube have recorded huge online viewing-figures, with more than 110,000 video views.More than 35,000 active Facebook users endorsed the cause through their daily posts with more than 5,000 visits per week. The new Minister of Interior, H.E. Marwan Charbel, declared 2 new laws announced publicly on the news, proving that the campaign has encouraged change.