Last Cry, Last Chance campaign

The “Last Cry, Last Chance” campaign came about as the answer to a communication brief, which the Association of Lebanese industrialists (ALI) entrusted to the strategic alliance of Front Page Communication (PR) and Phenomena (Creative) in relation to ALI’S outcry event of mid-january 2020.

This jointly initiated holistic communications concept was designed to support the whole Lebanese industrial sector in these times of crisis. The whole sector is dying slowly. All banks stopped the credit lines and transfers abroad which normally allowed the sector to import the raw materials necessary for production operations.

More than 195,000 families are in danger. More than 5,500 factories are bleeding and struggling to survive. “Our initial joint initiative was prompted by our felt sense of urgency that we should do something to help save the sector, and promote the standing of the national industry, which is a key source of productivity that had contributed significantly to our national economy; let alone achieved export levels that had created a valuable reverse flow of hard currency into Lebanon,” explains Sami Saab, founder and creative director of Phenomena.

In today’s newly introduced banking lexicon, industry would be the prime sector to draw “fresh money” into our economy, a feature that cannot be overlooked. Accordingly, the key messages of this campaign revolved around a multilateral rallying cry: “We should act immediately and urgently to safeguard the pulse of our national industry”; ”we must be proud of the quality and diversity of our Made In Lebanon products”; “Lebanese products are our real ambassadors to the world; they not just strongly support our national currency, but also enhance our country’s positive image abroad”’; “The running wheels of the Lebanese industry are key to restarting the engine of our national economy as a whole.”

The “Last Cry, Last Chance” integrated campaign amounted to calling all industrialists, their human resource and dependents, and all concerned Lebanese, to an urgent gathering to make their one voice heard, and to demonstrate in support of the Lebanese industry in all togetherness and civility. A staggering number of 10,000 industrialists, employees, workers, and family members answered the call and assembled on 21st January 2020 at Seaside Arena, then conducted a peaceful symbolic march outside the venue.