Bou Khalil - The Good Note

Street children in Lebanon were being exploited by gangs, so people stopped giving money, leaving kids without essentials. Bou Khalil supermarket launched the Good Note (about $1), a voucher that can only be spent at Bou Khalil and its affiliated pharmacy (excluding alcohol and tobacco). A cross-platform campaign encouraged people and businesses to buy and hand out the note instead of cash, reviving giving and turning the supermarket chain into a practical social support network.

An infographic titled 'The Good Note' explaining a social campaign to help Syrian children by exchanging Lebanese money notes for good notes, with visuals of the note, campaign channels, a young boy holding Lebanese currency smiling, and a picture of a sleeping child.

An artistic collage made from Lebanese 1000 pound banknotes, including images of money, a knife, a syringe, and a gun, with the knife prominently displayed and accompanied by a message encouraging responsible giving.

Creative Execution

All cross-platform communication led the people to buy the Good Note and hand it to street children instead of money. In-store communication informed shoppers of the Good Note and its availability at all Bou Khalil branches. Outdoor and print communication shed awareness on giving responsibly with visuals of illicit items handcrafted from Lebanese currency. An online film depicted Lebanon having lost faith in its children, calling for change. The Good Note engaged on social media with real-time stories from the street via its Instagram account. All initiative information and Good Note points of purchase were made available on thegoodnote.com.

Results

The Good Note initiative resonated across Lebanon and the world, covered by local media and international media including Voice of America, Sky News Arabia, Al Jazeera and Yahoo News. Public interest generated $4.2 million in earned media and PR, and reached 20 million estimated social media users. The buzz led local partners to pour in. Local cafes, bookstores, chocolatiers and even renowned jewelers are selling Good Notes to their customers. Less than a month into the campaign, we are ready for a reprint, and there are more than 25 million Lebanese pounds worth of Good Notes circulating around the country.

Credits

Agency: JWT Beirut

Executive Creative Director: Nicolas Geahchan

Creative Director: Paola Mounla

Art Director: Sally Alzaza

Copywriter: Maya Khourchid

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