PR > PR: Sectors
J. WALTER THOMPSON BEIRUT, Beirut / RDFL / 2018
Overview
Credits
CampaignDescription
And so we created a campaign that, for the first time, tackled this societal issue; early marriage; from a medical point of view.
PR efforts went to scout for the most renowned and credible doctor: Dr. Faysal el Kak, Obstetrician and Gynecologist and president of the Arab association of OB-GYN Societies.
Dr. Faysal's medical facts and analysis were the basis of the fully integrated medical campaign we developed to fight early marriage.
The medical data was also given to more than 33 carefully selected influencers which spread them further. Among these influencers were a priest and a sheikh, which furthered helped us break the societal taboo.
Execution
We spread visuals with our medical facts on print, outdoor, BTL, online and in the launch press conference, transforming traditional communication channels into public medical announcements.
We then launched a film, on TV and online, depicting what looks like an early marriage, but instead of a religious figure blessing the union, we had a doctor advising against it.
Finally, we transformed more than 33 influencers into medical spokespeople by supplying them with all the relevant medical information, which they spread online in the form of medical advisory videos.
Outcome
In less than 1 month:
- Over 33 celebrity endorsed videos
- 1.2 million reached only on Facebook
- More than 9 million dollars of earned media and PR
The campaign, which was initially backed by the ministry of women’s affairs, became such a hot medical topic that the Ministry of Health decided to endorse it too, taking our medical campaign to a new level of credibility.
Just two weeks after the launch of the campaign, the Speaker of the Lebanese Parliament, Nabih Berri, immediately referred our proposed law on the protection of children from early marriage to the Administration and Justice Committee, the last step before being voted into law.
This is how, in a sectarian country, we were able to transcend social norms and got a life-saving point across. Because medical facts are indisputable.
Relevancy
We strategically decided to tackle a societal issue from a medical point of view, and in order to do so, PR efforts went to scout for the most renowned and credible doctor: Dr. Faysal el Kak, Obstetrician and Gynecologist and president of the Arab association of OB-GYN Societies.
Dr. Faysal's medical facts and analysis were then given to more than 33 carefully selected influencers which spread them further. Among these influencers were a priest and a sheikh, which furthered helped us break the societal taboo.
Strategy
Our target audience were the people of Lebanon, the parents specifically. Those that see no shame in marrying off their daughters at an early age. And our task was to get across to them all the medical issues and life threatening dangers their daughters might face if married off before18.
To reach the maximum number of parents in the population, we transformed our 8 communication channels into public medical announcements.
TV, Online, print, outdoor and BTL carries our medical messages. Our film was built on a real credible doctor in the region and in Lebanon, Dr. Faysal el Kak, Obstetrician and Gynecologist but also president of the Arab association of OB-GYN Societies.
PR efforts gathered more than 33 influencers which were turned into medical spokes people.
Synopsis
In Lebanon, child marriage is legally, religiously, and socially accepted.
RDFL, a gender equality NGO, wanted to petition the government to set the legal age of marriage at 18.
What few parents know is that early marriage brings life-threatening dangers to a young bride, such as: pre-eclampsia, vaginal rupture, acute anemia, sub-chorionic hemorrhage, gestational hypertension, premature delivery, and even death.
If parents knew, would they accept the health risks inherent in early marriage?
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