Wednesday, May 26, 2021

Beirut's Inspirational Roll-Out Campaign

The fundraising copy was not the usual "Pleas For Monies" over photos of grief stricken people or videos of devastation. This was the Real Deal.  Lebanon ...where are you now and where have you come from. Well, it's been a tough couple of years on top of eighty zillion years of heritage. You just gotta sort it out and go for the gut with the delivery and tell it like it is...we're truly in need of your help.

For now the Lebanese people are more than willing, they are counting on lifting themselves up and above the depreciating effects of last years port of Beirut's massive explosion. Rebuilding not only the infrastructure of Lebanon's capital city, but the spirits and momentum of a debilitated economy hit hard with Covid shutdowns throughout 2020. Fundraising for outside financial assistance had to be a bit more urgent sounding and most important - inspirational. The advertising agency gave the spot an emotional tone. Serious times demand serious measures, kind of approach. Every word precise and inflecting a precious moment in time.

In one moment, everything stood still...
Time stopped. Dreams of our youth, parents and children ~ vanished.

In one moment ~ precious hearts failed to beat again


Nearly a year ago on August 4th, 2020, a large amount of ammonium nitrate stored
at the port of the city of Beirut, exploded, causing at least 204 deaths, 7,500 injuries, $15 billion in property damage and leaving an estimated 300,000 people homeless.

The blast was felt in Turkey, Syria, Israel, Palestine and parts of Europe, and was heard in Cyprus,
more than 240 km (150 mi) away. It was detected by the United States Geological Survey as a seismic event of magnitude 3.3, and is considered one of the most powerful artificial non-nuclear explosions in history.

A cargo of 2,750 tonnes of the substance (equivalent to approx. 1.1 kilotons of TNT) had been stored in a warehouse without proper safety measures for the previous six years. The explosion was preceded by a fire in the same warehouse. The exact cause of the detonation is still under investigation. Despite the devastating consequences of the event, the ad agency wanted to show how the Lebanese people were inspired with the many contributions in all forms that helped alleviate their suffering. 50% of the Lebanese population live under the poverty line. So, the Lebanese people thought that it was their duty to support each other despite all their differences. Donations started coming in from all areas including colleges and even from different countries like Italy, Scotland and the US.
It's important to mention that Boehringer Ingelheim stood in solidarity with the Lebanese people and was able to provide $1.14 million in aid. With this contribution, they were able to distribute first aid, medical supplies, financial and psychological support to Lebanese families and their family's friends. 

Click above to Play "Inspiration"

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