WonderEight’s Hoover/Himaya Campaign CSR is a Haunting Eye-Opener on the Issue of Child Abuse
In the spirit of the festive season, WonderEight drew 2014 to a close while reaching out to children in a position of need. A powerful eye-opening campaign gave consumers the added value of investing in a noble cause via Himaya with every purchase of a Hoover product – so that actions can speak louder than pure consumerism.
The campaign was themed around child abuse in Lebanon. WonderEight created the campaign strategy, visuals and implementation by rendering 3D cutouts of children, to appear to be taking refuge behind Hoover’s different range of products. This POS material was displayed at all branches of Khoury Home and Abed Tahan, along with donation boxes.
Through this campaign, with every purchase of a Hoover product, a donation was made to a child in care of the Himaya organization.
Creative Director Karim Abourizk was adamant about the campaign’s effectiveness, reiterating “beyond being eye-catching, we had in mind to conduct a campaign that could not be missed, to highlight a moral issue, while transcending a powerful message about child abuse, a very important issue in the Arab world that deserves more attention. Instead of going for more traditional methods of wobblers or roll-ups, we altered Point of Sale material to speak directly to consumers as a call for help “, also quipping that by “gauging people’s reactions so far, this campaign has had maximal impact.”
Gaining from WonderEight’s long-lasting relationship with Hoover, one of its most favored accounts for the past 5 years and counting, the campaign was brought to life, and hauntingly so, in collaboration with Himaya. – an NGO dedicated to breeding awareness on the issue of child abuse in Lebanon.
It built on the golden rule of less is more in its simplistic yet gripping execution, giving testimony that sometimes images alone are powerful enough to make someone look twice – without thinking twice.