For the first time in nearly 90 years the AnNahar publication ceased print so it could donate a day’s worth of ink and paper to polling stations ahead of a vital election. The 2nd of February 2022 was the first time in Lebanese newspaper AnNahar’s 88-year history that it did not print. This was not due to any sort of technical fault or a shortage of equipment, but instead was a deliberate and bold action.
This year Lebanon headed to the polls for the National Election in May. But, in an attempt to discourage voting, the current government have complained of a shortage of paper and ink which could cancel the election day. So, national newspaper AnNahar and Impact BBDO stepped in and made their own statement. For many Lebanese people, the newspaper is a part of their daily routine and it often provokes discussion, so to not see it on newsstands one day was bound to arouse interest. Empty newsstands directed consumers to the publication’s website where they were able to read about why and how the print was stopped for the day.
The ink and paper that would have gone to that day’s newspaper was donated to voting ballots, with the paper’s Editor-in-Chief Nayla Tueni saying: “We’ve been hearing that there is not enough ink and paper to proceed with the elections for a while now. Well, that is no longer an issue. The resources we saved by not printing for one day provided a truckload of paper and ink to support the upcoming elections. There are no more excuses. The elections are happening, no matter what.”
Lebanon, pushed past the brink of collapse, is suffering from historically high inflation that has thrown 75% of its population under the poverty line. Necessities such as food, petrol, medicine and even ink and paper are scarcer every day. Lebanon’s predicament is primarily attributed to a political class that has dominated parliamentary elections since the 1990s.
AWARDS
This campaign has been awarded at the following major festivals:
– Cannes Lions 2022: Print & Publishing Grand Prix.
– D&AD 2022: 1 Gold in Press & Outdoor, 1 Bronze in Impact.
CREDITS
Client: AnNahar Newspaper, Lebanon. Advertising Agency: Impact BBDO, Dubai, United Arab Emirates. Editing: Dejavu Dubai. Audio Production: Mangojam Studios. Regional Executive Creative Director: Ali Rez. Executive Creative Director: Marie Claire Maalouf. Creative Director: Yasmina Boustani. Executive Creative Director: Joe Abou Khaled. Senior Copywriter: Jarrad Pitts. Business Unit Director: Jad El Rabahi. Senior Copywriter: Maher Dahdouh. Strategy: Estelle Khayat. Videographer: Charly Hatem. Account Executive: Sophia Waheed. Producer: Diana Asal. Executive Producer: Manasvi Gosalia. Editor: Abdullah Salhiya. Designer: Jithesh Narayanan. Managing Director: Emile Tabanji.
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