To counter donor fatigue, especially for a cause that was not really on anybody's radar in Lebanon, we came up with a very creative way to engage the public. With our activation, we got the consumer's attention in a place where they never expected to see it.

Every 12 hours in Lebanon, a baby is born with heart disease. A number of these are curable, but due to lack of funds and financial barriers, many families in Lebanon find themselves forced to delay life-saving surgeries, shattering any hope of survival of their little ones. 70% of these cases result in childhood deaths.

• The situation: In Lebanon, a child with Congenital Heart Disease (CHD) is born every 12 hours – few are those who are born into families capable of covering the financial burden. Since its inception, the Brave Heart Fund has covered treatment expenses for more than 1450children – the youngest just one day old. But much more needs to be done. The Brave Heart Fund relies solely on philanthropic support and on the generosity of its donors so that: "No child should die from heart disease because of a lack of funds".

• Brief: To create awareness around CHD & raise funds to help children in need.

• Objective: Create a campaign that not only gets the attention of people unaware of this situation, but to attract donations to secure the required medical costs for underprivileged kids with CHD.

To turn the very meaning of a birthday from being a yearly celebration to a daily one. Because for children with heart disease, every day they live is a day to be celebrated.

We symbolized this poignant thought into an execution that featured birthday cakes with candles denoting days instead of years.

We had enough data around donor fatigue in Lebanon. Donations to cure child heart disease was at the lower end of the consideration spectrum, so we had to be strategic about how we engaged our target audience.

Heart disease in children is a very sad topic to discuss, so we had to take it out of its expected mood, and turn the message into what it would sound like if it were positive. This gave birth (so to say) to our idea of using birthdays as a positive symbol.

Our media strategy was to go where birthdays are celebrated: the cake shop. And present our pitch to the public in a novel manner.

Through dozens of cake shops in Lebanon, we placed candles with four numbers on cakes instead of the expected one or two. Each cake execution was different, of course. Every cake had a card next to it explaining our message: that every day is a birthday to be celebrated for a child with heart disease. A simple QR code was offered to the consumer to donate.

Our campaign not only grabbed the attention of Lebanese people, but managed to bring an increase of 16% in donations to the Brave Heart Fund.

These funds will be applied directly to life-saving surgeries for children born with CHD, ensuring that they celebrate many, many more birthdays.