Two Winners from the Middle East at LIAF
Posted on September 13, 2016 | By ArabAd staff

Two agencies from the Middle East managed to show their creative muscles at the first edition of Lisbon International Advertising Festival (LIAF).

 

Spark Publinet Dubai scooped a Gold award in Direct category for 'Young Masseuse', a campaign designed to fight child sexual abuse. When Dubai’s Community Development Authority launched its 24-Hr Child Protection Helpline & Centre, Sexual Abuse was revealed as a growing problem. Speaking with counsellors it was evident that Paedophilia began under the pretense of a massage given by or to children. CDA did not have the funds for a full fledged media campaign. Instead it harnessed a low-cost medium unique to the city, Massage Parlour Cards. Cards with faces of young children and the helpline number and details marked on it. These cards were then distributed across Dubai. For a total budget of $1000, a medium everybody disliked has now become a powerful tool against child sexual abuse. 

Grey Doha has won the Silver award for its “Our Future lies in our health” campaign that it developed for Qatar’s Ministry of Public Health.

In March 2016, the Ministry of Public Health in Qatar launched the “Our future lies in our health” campaign, in collaboration with the Ministry of Education and Higher Education, with the aim of raising awareness among the next generation about the importance of maintaining a healthy lifestyle. The campaign saw the participation of various grades at more than 30 schools in Qatar.

Grey Doha orchestrated the Ministry’s campaign in a way that creatively reflected the “Human Development”, one of the key pillars of Qatar’s National Vision 2030. The campaign consisted on three main messages of adopting a healthy diet, refraining from smoking, and maintaining physical fitness through sports and exercise. It also included organising the launch of three competitions for each academic level, designed to highlight the campaign’s multitude of health objectives and instill its vital messages in children and students in the country.