Situation: Lebanon was in a severe political stalemate with no elected president due to persistent non-communication among politicians, deepening the nation's socio-economic crisis.

Brief Objectives: The campaign aimed to break this communication deadlock, urging politicians to engage in dialogue. The objective was to create a sense of urgency and responsibility among political leaders, while rallying public support and awareness.

Insight: Recognizing that politicians were using the flimsy excuse of not having each other's contact details, we identified a unique opportunity to use media as a direct intervention tool. Outdoor billboards, strategically placed where they couldn't be ignored, and digital platforms were leveraged to publicly display politicians' contact details. This bold media strategy was designed to corner politicians into acting, using their own excuses against them, while engaging the public in a nationwide call for dialogue.

The "A Call to Dialogue" campaign ingeniously turned the absurd excuse of Lebanese politicians – not having each other's contact details – into a powerful catalyst for change. This excuse epitomized the broader communication breakdown in Lebanese politics, hindering the country's progress. Our creative insight was direct and provocative: if politicians cited a lack of contact information as a barrier to communication, we would publicly eliminate this barrier. By displaying their phone numbers on strategically placed billboards and directly engaging them on social media, we forced politicians to confront and address their avoidance of dialogue. This bold move transformed a trivial excuse into an impetus for political engagement, simultaneously empowering the Lebanese public to actively participate in and demand political discourse. The campaign's simplicity and directness turned a common excuse into a compelling tool for fostering dialogue and instigating social and political change.

Our PR strategy for "A Call to Dialogue" aimed to bridge the communication gap in Lebanese politics. We recognized that politicians often used the excuse of not having each other's contact details, creating a communication deadlock.

Our key message was to break this barrier by publicly displaying politicians' phone numbers, urging them to engage in dialogue. Our targets were Lebanese politicians and the disillusioned public.

To execute this strategy, we strategically placed billboards near politicians' homes, offices, and constituencies for maximum visibility. Additionally, on the digital platform X, we replied to politicians' tweets using the same visuals from the outdoor campaign, ensuring they couldn't ignore our message. This multi-channel approach aimed to create a pervasive and impactful PR campaign.

The execution of "A Call to Dialogue" was meticulously planned and strategically implemented. We targeted eight key Lebanese politicians, each symbolizing a facet of the political impasse. For each politician, multiple outdoor billboard placements were executed in highly strategic locations: their home villages, residences in the capital, and near their workplaces. These placements ensured the message was unavoidable, creating a constant reminder of their responsibility to engage in dialogue.

Simultaneously, we expanded our reach through digital channels, particularly on platform 'X', where Lebanese political discourse is rampant. Here, we hijacked politicians' posts, using the same visuals from the outdoor campaign, thus integrating our message into the digital sphere.

The timeline was tightly aligned with the International Day of Dialogue, maximizing the campaign's relevance and impact. This multi-channel, integrated approach created a pervasive presence across both physical and digital landscapes, effectively cornering politicians into action on a national scale.

The "A Call to Dialogue" campaign yielded remarkable results:

• Political Impact: The campaign's direct approach led to the initiation of the presidential election process by the Lebanese parliament. Politicians, once uncommunicative, began engaging in dialogue and collaboration, breaking the longstanding political deadlock.

• Public Engagement: The Lebanese public, traditionally passive in political discourse, were galvanized into action. The campaign's visibility and boldness spurred widespread public support and participation in the political process.

• Media Coverage: The campaign garnered extensive media attention, highlighting its audacity and effectiveness. This not only amplified the campaign's message but also put additional pressure on politicians to respond.

• Cultural Shift: The campaign marked a significant shift in how government entities communicate and take action in Lebanon, setting a precedent for future governmental initiatives and public expectations.