Amal movement – Dr. Talal Hatoum

CREATIVE RATIONALE

The Amal movement launched its media and advertising campaign based on a number of pillars:

- Its history that goes back to 1974, its

founding year. - The reformist paper launched by Imam

Musa al-sadr in 1977. - The slogan that has been raised throughout its history concerning the solidarity of the Lebanese, their coexistence and the diversity of communities that characterizes Lebanon. - The constant call for dialogue between

the segments of the Lebanese society. - To lift the deprivation of all Lebanese areas, regardless of their sectarian and political affiliations. - To establish that the strength of Lebanon in the face of Israeli greed is to resist its people and prevent its National army from spreading.

All of the above constitute the basis on which the Amal movement wants to address all Lebanese people. However, it needs to be communicated through a well-studied approach for the message to be properly conveyed via media and advertising. Consequently, the strategy and its corresponding plan include the use of billboards, visual and sound media, as well as the use of all means of social communication.

Ads that address the public and urge people to vote are no longer sufficient because the citizen votes according to his opinion, political affiliation and trust in a candidate, therefore we need to introduce to the audience a clearer picture of the candidate.

ON THE CHOICE OF MEDIA CHANNELS

Outdoor advertising is no longer sufficient in the arena of mass media and advertising, especially with the spread of social media channels and the fact that such cahnnels provide us with the opportunity to interact with an audience rather than being limited to exposing our message.