UNICEF & The Ministry of Education & Higher Education of Lebanon wanted to push parents to enroll/re-enroll their children in public schools, to have a positive perception of education, and show parents the positive outcome and long-term benefits of education as opposed to short-term benefits of marriage and labor. In addition to providing them with books and in some cases transportation fees.

Main objectives for this year:

- increasing the enrolment of children and youth in certified formal and non-formal education for 2017-2018

- ensuring the retention of school-aged children and youth in certified schools

One month prior to launching the ATL campaign, a social experiment in the form of pop-up school was set up one of Beirut's busiest districts. Upon activating its sensors, the child’s journey to school was played on the screen. If anyone leaves the class, the journey of the child would be paused waiting for the next sensor to be activated so that the child's journey to school would be complete. This experiment went online, followed by the full-fledged campaign comprised of TVC, radio, print, OOH, PR, on-ground, BTL, etc. The period of the campaign was for 2 months, launched on the main media channels, online and offline.