Lebanon, historically marred by sectarian divisions and political unrest, faced a crucial moment during the 2022 parliamentary elections. The typical electoral campaigns, rooted in divisive sectarian rhetoric, often escalated to street clashes, undermining national stability and deterring tourism, a key economic driver.

The brief for the campaign tasked the Lebanese Army (LA) with a unique challenge: to creatively intervene in this volatile context by promoting unity and stability. The primary objective was to repurpose political billboards, notorious for divisive messaging, into instruments of unity, effectively reducing post-election tensions and sowing the seeds for enduring national harmony.

In addition to this, a media insight emerged: the strategic utilization of standard billboard spaces to communicate a unifying message. This insight led to the innovative use of outdoor advertising, unlocking the potential of this traditional medium to foster change and stability in a divided nation.

The primary audience included all segments of Lebanese society, transcending political and sectarian affiliations. The message of unity was designed to resonate with individuals from diverse backgrounds, creating a sense of belonging and shared identity.

Billboard spaces were strategically selected in high-traffic areas across Lebanon, ensuring maximum visibility. The choice of standard billboard spaces was deliberate, as it allowed the campaign to harness the power of a widely recognized medium.

The campaign ingeniously repurposed divisive political billboards, converting them into symbols of hope and unity. By using lines from the same billboards that had fueled tensions, the campaign conveyed a powerful message of transformation. The approach was twofold: shock and harness. The initial shock came from the unexpected shift in messaging, while the subsequent harnessing phase involved leveraging the support of TV stations, ministries, and journalists to amplify the campaign's reach.

The campaign execution followed a meticulously planned process:

Implementation: The campaign repurposed existing political billboards by carefully cutting out lines and messages from these divisive advertisements. These lines were then used to craft new messages of unity and hope. The billboards were strategically placed in high-traffic areas across Lebanon, ensuring maximum exposure to a diverse audience.

Media Channels: The primary media channel for execution was outdoor advertising, specifically standard billboard spaces. These billboards were selected for their ubiquity and visibility. The campaign leveraged the power of these traditional advertising formats to convey a message of national unity and stability. The choice of this medium was a critical aspect of the campaign's success, as it transformed a common form of advertising into a symbol of hope and harmony, contributing to its widespread impact.

The campaign remarkably exceeded its objectives in several key areas:

● National Unity and Stability: Significantly reduced post-election tensions, fostering a sense of national unity. This was crucial in avoiding potential street clashes and maintaining civil peace.

● Tourism Boost: Directly impacted Lebanon's tourism sector, with a 25.91% increase in tourist arrivals year-on-year as of July 2023. European tourists constituted 41.61% of these arrivals, indicating a renewed international interest in Lebanon as a stable and attractive destination.

● Economic Uplift: This influx of tourists translated into a substantial boost for the local economy, critical for a country recovering from economic challenges.

● Perception Shift: The campaign also led to a positive shift in public perception towards the Lebanese Army, reinforcing its role as a symbol of unity and stability, crucial for a country with deep-seated sectarian divisions.