Research That Made A Difference “Case Study Video”

Research That Made A Difference “Case Study Video”

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. 

If you’d like to know more about our research insights as well as the campaign impact, make sure to fill in the following form to receive today our ESOMAR video presentation with Jonathan Crickx, Chief of Communication at UNICEF.

*Anti-bullying campaign produced by Bee Media productions and creative by Axeer under the auspices of the National Council for Childhood and Motherhood in partnership with the Ministry of Education and Technical Education in cooperation with the United Nations Children’s Fund and funded by the European Union.

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