An-Nahar / لبنان / 2018حملات العلاقات العامة

⁨The Blank Edition⁩.

⁨With Lebanon five months without a new government, An-Nahar published a blank edition on 11 October 2018, eight empty pages in print and a homepage of empty boxes, and asked readers to write the future they wanted.⁩

العلامة التجارية: An-Nahar
الوكالة: IMPACT BBDO
السوق: لبنان
المنطقة: الشرق الأوسط وشمال أفريقيا
السنة: 2018

التحدي

⁨Five months after Lebanon's May 2018 elections, politicians had still not formed a government, putting an $11 billion aid package at risk, AFP reported. The agency's entry describes a public grown apathetic as politicians used the press to offer a continuous stream of excuses.⁩

الفكرة

⁨An-Nahar, founded in 1933, published eight blank pages in print and white boxes without links on its homepage, headlines with no news beneath them (AFP). Editor-in-chief Nayla Tueni explained the edition at a press conference in Beirut and, according to the entry, asked people to use the blank pages to write the future they wanted. The entry says An-Nahar's digital channels and outdoor went blank too, with PR and television revealing the reason.⁩

النتائج

⁨The number one trending topic on Twitter, coverage in more than 100 international publications and the best-selling edition in the paper's history, according to the agency's entry⁩
⁨More than 500 million media impressions and over US$5 million in earned media, the entry says⁩

مصدر دراسة الحالة: Arab News المصدر ↖