This work is highly relevant for the Integrated category because it exemplifies the seamless integration of multiple media platforms and touchpoints to drive tangible societal change and achieve a brand purpose. By strategically combining out-of-home billboards with digital engagement on 'X,' the campaign orchestrated a powerful synergy. The billboards created initial impact and awareness, while the digital component leveraged politicians' social behavior to further the message. This integrated approach ensured that the campaign's central idea was consistently and effectively communicated across various channels, leading to behavioral change, tangible results, and reinforcing the brand purpose of responsible governance.

Lebanon's landscape is characterized by a unique and complex political system, deeply rooted in sectarian divisions and a history of conflict. This system often results in political deadlock, as seen in the failure to elect a president, exacerbating the country's economic and social crises. In such a setting, communication between political factions is not just rare but culturally unexpected, with hostility often prevailing over dialogue.

The International Day of Dialogue, leveraged in our campaign, holds significant relevance in this context. It symbolizes a potential shift from entrenched sectarianism to open communication, a concept deeply resonant yet challenging for the Lebanese populace, given the prevailing cultural norms.

Moreover, the campaign's execution period coincided with an all-time low in public trust in government, against the backdrop of soaring inflation and crumbling infrastructure. This despair was mirrored on social media platforms, particularly 'X', where political discourse is rampant yet typically unproductive.

The use of outdoor billboards in strategically selected locations-outside politicians' homes and offices – isn't just a media strategy; it's a cultural statement. In Lebanon, such a bold move by a government entity, targeting its politicians, is unprecedented. It breaks through the cultural norm of passive government communication, directly challenging the status quo.

The media buzz generated, both locally and, also reflects Lebanon's cultural landscape, where politics is deeply interwoven with everyday life. The campaign's audacity in such a politically charged and divided society demonstrates a courageous step towards change, leveraging cultural moments and societal sentiments to create a powerful, resonant message.

Situation: Lebanon was in a severe political stalemate with no elected president due to persistent non-communication among politicians, deepening the nation's socio-economic crisis.

Brief Objectives: The campaign aimed to break this communication deadlock, urging politicians to engage in dialogue. The objective was to create a sense of urgency and responsibility among political leaders, while rallying public support and awareness.

Insight: Recognizing that politicians were using the flimsy excuse of not having each other's contact details, the campaign leveraged multiple media platforms seamlessly. Outdoor billboards created initial impact, while digital platforms, particularly 'X,' engaged politicians in real-time discussions. This integration allowed the campaign to corner politicians into action while actively involving the public in a nationwide call for dialogue. This approach, spanning various touchpoints, exemplifies the power of integration in achieving behavioral change and tangible results.

The "A Call to Dialogue" campaign ingeniously turned the absurd excuse of Lebanese politicians – not having each other's contact details – into a powerful catalyst for change. This excuse epitomized the broader communication breakdown in Lebanese politics, hindering the country's progress. Our creative insight was direct and provocative: if politicians cited a lack of contact information as a barrier to communication, we would publicly eliminate this barrier. By displaying their phone numbers on strategically placed billboards and directly engaging them on social media, we forced politicians to confront and address their avoidance of dialogue. This bold move transformed a trivial excuse into an impetus for political engagement, simultaneously empowering the Lebanese public to actively participate in and demand political discourse. The campaign's simplicity and directness turned a common excuse into a compelling tool for fostering dialogue and instigating social and political change.

Our strategy targeted both Lebanese politicians and the public, leveraging media to bridge the communication gap. Politicians, known for their avoidance tactics, were directly confronted by displaying the phone numbers of their opponents on billboards in locations they couldn't ignore – near their homes, offices, and in their constituencies. This bold placement ensured maximum visibility and pressure. Simultaneously, we targeted the Lebanese public, who were disillusioned by political inaction. By involving them in the campaign, particularly through digital platforms like 'X', we turned passive observers into active participants, amplifying public demand for political dialogue. The timing was crucial, coinciding with the International Day of Dialogue, to reinforce the campaign's relevance and urgency. The strategy was twofold: corner politicians into taking responsibility and empower the public to hold them accountable, using a mix of outdoor and digital media to ensure widespread visibility and engagement.

The execution of "A Call to Dialogue" was meticulously planned and strategically implemented. We targeted eight key Lebanese politicians, each symbolizing a facet of the political impasse. For each politician, multiple outdoor billboard placements were executed in highly strategic locations: their home villages, residences in the capital, and near their workplaces. These placements ensured the message was unavoidable, creating a constant reminder of their responsibility to engage in dialogue.

Simultaneously, we expanded our reach through digital channels, particularly on platform 'X', where Lebanese political discourse is rampant. Here, we hijacked politicians' posts, using the same visuals from the outdoor campaign, thus integrating our message into the digital sphere.

The timeline was tightly aligned with the International Day of Dialogue, maximizing the campaign's relevance and impact. This multi-channel, integrated approach created a pervasive presence across both physical and digital landscapes, effectively cornering politicians into action on a national scale.

The "A Call to Dialogue" campaign yielded remarkable results:

• Political Impact: The campaign's direct approach led to the initiation of the presidential election process by the Lebanese parliament. Politicians, once uncommunicative, began engaging in dialogue and collaboration, breaking the longstanding political deadlock.

• Public Engagement: The Lebanese public, traditionally passive in political discourse, were galvanized into action. The campaign's visibility and boldness spurred widespread public support and participation in the political process.

• Media Coverage: The campaign garnered extensive media attention, highlighting its audacity and effectiveness. This not only amplified the campaign's message but also put additional pressure on politicians to respond.

• Cultural Shift: The campaign marked a significant shift in how government entities communicate and take action in Lebanon, setting a precedent for future governmental initiatives and public expectations.