Offre Joie: Volunteers seek no recognition

This case study describes how Offre Joie, an apolitical and non-confessional Lebanese NGO, highlighted the personal cost of bomb damage rather than the political aspects which monopolise the news.

Offre Joie: Volunteers seek no recognition

Leo Burnett Beirut

What were the objectives for the creative work?

In October 2012, a car bomb destroyed a residential area in Beirut, Lebanon. The explosion targeted and killed Wissam al-Hassan, a brigadier general of the Lebanese Internal Security Forces and the head of its intelligence-oriented information branch. In total, the explosion killed 3 people and injured 110 – making it one of the most devastating bombing in Beirut since 2008 according to Lebanon's National News Agency1. After the explosion an entire neighborhood of the capital was entirely destroyed, leaving many families...

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