Lebanon's healthcare sector has suffered with 47 years of electricity cuts, culminating in a breaking point in 2022's healthcare crisis.

With its crippling energy crisis escalating in 2022, hospitals and essential health services were put under immense pressure, debilitated by lack of electricity.

With 22 hours of power cuts every day, patients, including children, were dying and suffering in Lebanese hospitals whose life-support machines and emergency treatment systems cannot rely on intermittent and sporadic power.

This unwarranted suffering needed help.

LOGI Energy believes, "everyone deserved the right to electricity", especially Lebanese hospitals and patients in those hospitals.

So, LOGI Energy wanted to challenge the Government to bring in reforms and transparency regarding electricity restoration plans.

We had to turn eyes and drive action for a petition demanding a change in the electricity reform plans.

The right to power was taken away from Lebanese hospitals and patients (and people across), because of the 47-year-long electricity and energy crisis.

So, we wanted to claim THE RIGHT TO POWER.

To make global media and audiences feel what Lebanese felt, we couldn't just ask them to support LOGI and Lebanon.

We had to put them in the shoes of Lebanese people's reality, because we empathize more when we feel what that someone feels.

We had to make them go through the 47 years of helplessness, of pain, of despair and of hopelessness.

Only when they went through it, would they feel what Lebanese felt.

And only then would we have the chance to get support.

So, we showed the world of somebody with the right to power taken away, for 47 years - how 47 years of electricity cuts have hurt Lebanon, through starting with a powerful film.

CREATIVE STRATEGY:

When we, as human beings, feel what others feel and go through it ourselves, do we realize the need to help.

We wanted people to feel what Lebanese felt over 47 years in 47 seconds.

We wanted to make people go through the 47 years of not having this right.

ENGAGEMENT STRATEGY:

We started by approaching Lebanese media channels.

But they refused to support the initiative or any campaign related to the electricity and healthcare crisis, as “it was too political.”

Truth be told, it was due to their political allegiances and affiliations.

So, we had no support in Lebanon.

To create a change, we went abroad to global media and audiences.

They would be more receptive to content such as the one LOGI needed to share.

They would bring in international pressure that was much needed to drive change and reform on the ground in Lebanon.

Lacking support from the corrupt Government, and from Lebanese media financially affiliated with the corrupt Government, who refused to air the film, we lobbied for support outside, persuading media and public globally to help pile pressure for reforms.

To shine a light on the healthcare crisis because of the electricity crisis, LOGI Energy launched a content video titled ‘47 seconds'; the centre-piece of the initiative advocating for a more transparent, efficient energy sector in Lebanon.

It depicts the reality faced by Lebanese, who were deprived of their right to power, timed at 47 seconds as a symbolism for 47 years.

It encapsulates 47 seconds of helplessness, pain, uncertainty, despair and debilitation.

The film directed people to a website where they could know about the initiative, about the reform plans and sign a petition to show their support.

Protests in the dark further built the pressure.

And unprecedented global PR followed.

The reform plan wasn't communicated and wasn't transparent. No one knew what it was, what it entailed, what it needed to succeed, and what its impact would be.

The single-minded objective was to impact this plan as a means to support with the crisis being faced across Lebanese hospitals specifically and Lebanon in general.

And with a long journey ahead, LOGI Energy triggered its ripples in Lebanon's healthcare crisis owing to the electricity and energy crisis, with amendments in institution of the plan.

Additionally, featuring across 36 TV and news channels abroad including the likes of CNN and generating $2.7 million earned media and PR value for a media investment of $1,000, we reached 60+ countries attracting support.

Worldwide endorsements supported LOGI's petition to draw reforms, reaching 100,000 signatories in 3 weeks' time - over 83% being from outside Lebanon - showing the impact the lobbying created on global audiences.