September 27, 2020
“Creating Words And Changing Worlds” a quest we embarked on, with our minds fixated on making a true impact on society, leading us to WIN “Making a Difference” Global Research Award by ESOMAR on the progressive qualitative market research we conducted for UNICEF’s *anti-bullying campaign produced by Bee Media productions and creative by Axeer, so let’s take a few steps back to the beginning…
It all started out when UNICEF realized that disciplinary violence -especially bullying- reached 93% in Egypt, a horrific figure that needed immediate action. Even worse, there was no common word used for bullying in Egyptian culture.
A fact that marked the kick start for our research to:
– Understand Egyptians perception & behavior toward bullying.
– Test an Egyptian Arabic word for bullying and support the creative team to develop a strong narrative campaign that leads to changing behaviors and attitudes towards bullying.
Believing in the power of naming, the diligent search led to the word “Tanamour- تنمر ” that we started to examine through our innovative engagement tools along with the focus groups and In-depth Interviews we conducted with our targeted audience who varied from teenagers, parents, teachers to sports coaches, particularly from ِA, B, and C socioeconomic classes nationwide.
Our powerful insights along with the creative input were enough cranes to guarantee the campaign’s groundbreaking success.