To help out clear the confusion about the new electoral law, the Lebanese Ministry of Interior rolled out a campaign based on several visuals.
YOU CAN’T MIX & MATCH
Based on a research that was conducted to evaluate people’s understanding of the new law, it was made clear to the Ministry that despite all the explanations, the Lebanese public still does not grasp the fact that they cannot mix and match among the different candidates and lists that are running for elections. Therefore, Y&R Beirut opted for a simplified approach, making an analogy that everyone can understand, and comparing the different lists and candidates to the different flavors of an ice cream cone, hence telling people that with the new law, they are allowed to pick one flavor only.
111 WOMEN RUNNING FOR A ELECTION, A FIRST IN LEBANON
111 women presented their candidature this year, which is a relatively very big number compared to previous elections. In 2009, only 12 women were among the 706 candidates running for the Parliamentary elections
To highlight this, Y&R Beirut, the agency behind this campaign for the Ministry of Interior, opted to play on words by calling the 111 number a “rakm moumayaz”-- meaning a distinguished number. Of course it is worthy noting that this “rakm moumayaz” terminology is widely used in Lebanon, and usually refers to special car plates number issued by the Ministry.