What do you do when the roads you are driving on are dangerous because of potholes? You protest on the streets, you send letters to the government, you hashtag on social media, you do what you can do.

And if you have great reach and influence, you use your power to sensitize more people and pressure the government.

As one of the most watched TV stations in Lebanon, we dared sensitizing the public opinion and pressuring the government through a controversial TV spot. It suggested creating religious temples in our cars because only divine power can protect us from the potholes’ danger in Lebanon.

However, the Lebanese government is so corrupt, it didn’t react nor promised to react, despite the hundred thousands of people who shared the video and begged for change.

So how can a media fix the potholes problem in Lebanon when even its voice is not heard?

We used our news program and prime-time programs to communicate the plan, and the advancements we made, in order to earn people’s trust.

Once that established, we created a mobile app that allowed people to share with us their geo-location every time they encounter a pothole, for us to fix it.

We needed more. We needed to create a nation-wide buzz and reach, to provoke the government.

We are a traditional media, yet we realize that in today’s world, social media is key to reach the audience. We created a worth-sharing-online TVC that starts with a slice of the initial controversial TV spot to catch the attention of the audience. Then, after communicating the plan, the advancement, and the app, the film ends with a slang and reassuring ‘Ensa Joura’ or ‘forget about potholes’.

#EnsaJoura was strategically pushed to become part and parcel of social media discussions in Lebanon.