Due to years of war in Lebanon, the country suffers from the absence

and inefficiency of governmental accountability and lack of civic

education.

When the birth of a child triggers a local war between 2 neighborhoods,

and a wedding celebration turns into a funeral, it is very clear that

'Celebrations' in Lebanon have taken a very bad twist.

'CHEYEF 7ALAK?' which means 'PROUD OF YOURSELF?' is the

biggest and most popular social movement in Lebanon.

The new 'CHEYEF 7ALAK?' campaign puts shooting incidents during

celebrations under the public eye, a wake-up call that was crucially

needed to initiate a change of behavior in that regard.

The campaign started off with 2 viral television commercials, a sarcastic showcase for reckless shooting and stray bullets in Lebanon.

To build up on this derisive approach, a radio spot was broadcast nationwide and consisted of tutorials to recognize the occasion behind each type of shooting.

Ambient/Guerilla advertising of fake bullet hole stickers was applied to windshields to draw people's attention to

the drama behind their irresponsible acts of celebration.

On a digital media front, a customized 'CHEYEF HALAK?' mobile app was created for people to celebrate exactly the same way, but without casualties, by choosing the celebration and producing the gunfire sound they are fond of.

By constantly shaming wrongdoings, the impact of the campaign first became tangible through the huge online buzz around the television commercial.

Prominent bloggers praised and shared the television commercial, as well as ministers and politicians through their social media accounts.

The online community pressured the government to act. As a result, the Minister of Interior warned against celebratory gunfire on NYE and took measures against wrongdoers. More remarkably, two of the most popular political figures in the country publicly shamed the usage of firearms during celebrations on national television, a major step in the battle for a more civilized Lebanon.