Cheyef Halak: Driving Social Change in Lebanon

How can a television station and advertising agency in Lebanon team up to impact social change in their country?
Asim Ansari, Kamel Jedidi, Ziad Naamani, Scott Shriver, Olivier Toubia  | Summer 2012
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Center on Global Brand Leadership Case Series

In 2011, Lebanese television station LBCI partnered with Impact BBDO to develop Cheyef Halak, a marketing and social media program that aimed to create meaningful social change in Lebanon. The first campaign, which targeted the chaos of road traffic in Lebanon, captured the imagination of the Lebanese population. But how should the impact of the campaign be measured? And what were the linkages between the traditional advertising venues and the social media that were employed? This case includes videos of the television campaign, excerpts from the social media campaign, and associated tracking data to analyze the success of the campaign from a qualitative and quantitative perspective.

Case ID: 120502

This case is used in core curriculum

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