BLOM Bank recently struck a chord with its campaign to launch phase two of the BLOM Demining Program, in collaboration with Impact BBDO.
The emotional campaign called on the Lebanese to perform a heroic act of simply using their BLOM Giving MasterCards to demine Lebanon.
Initially launched in 2010, in collaboration with the Lebanese Mine Action Center (LMAC), a unit of the Lebanese Army, and MasterCard, the BLOM Demining Program has been going strong ever since, showcasing the bank’s success in its mission to promote peace of mind.
Phase one made an impact by highlighting the number of mines – a mind-numbing 425,000 – still present across Lebanon and communicating how BLOM Bank clients could help bring down the number by using their BLOM Giving MasterCards. A portion of the proceeds goes towards funding LMAC’s demining efforts. After a land has been demined, BLOM Bank ensures that trees are planted to give a new life.
Chairman and General Manager at BLOM Bank, Saad Azhari, says he hopes this noble cause will bring back optimism to the hearts of the Lebanese and that, in the near future, all of our lands will be free of land mines.
Phase two was launched through a TVC, radio spot, branch branding, and outdoor and press ads. By showing the consumer as a hero, the empowering campaign highlights the personal reward that comes from using the BLOM Giving MasterCard.