Lebanon is a country with great divide; be it political, religious, social, or cultural. However, The Lebanese people have always had a lot of respect and affection for the army, which has remained neutral during political disputes throughout the years and has defended the country in several wars. The Lebanese Army has always played a major internal role in safeguarding civil peace. Following the elections, the army wanted once again to play a unifying role in the country and ease the public unrest and political division. It launched a message of unity throughout the country.

The campaign was met with huge public buzz and awareness was maximized with coverage across all TV channels and social media platforms. The campaign was on everyone’s mouth- irrespective of affiliation-which deviated the typical public discourse around electoral campaigns. The campaign was so impactful that it planted a pioneer flag in the course of political change. It surprised the public, especially that the message was a collage of the different parties’ slogans. In an unprecedented move, all traditional political parties participated in the initiative by donating some of their billboard assets and spaces for the campaign. The LA spent zero on the campaign budget. The Unity billboards penetrated all areas which resulted in heavily impacting election outcomes. For the first in the political scene - the 2022 elections saw a 15% increase in independent candidate wins in parliament and an unprecedented loss of majority representation for an extremist party.