Background & Challenge

Lebanon’s coastline, once a jewel of tourism and national pride, had become a symbol of neglect. Polluted beaches and marine waste were not only damaging the environment but also tarnishing the country’s global image. In Lebanese culture, one’s “face” is synonymous with dignity and reputation. With the nation’s face under threat, the Ministry of Environment, together with Impact BBDO, set out to transform environmental shame into collective action.

Idea

We created #SaveOurFace, a campaign built on a simple yet universal gesture: the face-palm. This act of embarrassment became a powerful symbol of Lebanon’s polluted coastline and an urgent call to action. By covering their faces, citizens expressed both shame and solidarity, rallying around the mission to restore dignity to the nation’s shores.

Execution

The movement launched with the Minister of Environment himself performing the gesture, instantly sparking credibility and attention. Influencers, media outlets, NGOs, businesses, and ordinary citizens quickly followed, flooding social platforms with the hashtag and the gesture. The campaign crescendoed on June 9, 2019, with Lebanon’s largest-ever national beach cleanup. Over 120 coastal and underwater sites were targeted, mobilizing tens of thousands of volunteers from all walks of life. Social channels amplified the momentum, with user-generated content documenting participation, solidarity, and pride as the campaign spread virally.

Results

• Tens of thousands of volunteers mobilized across the country in a single day

• 120+ sites cleaned, from beaches to underwater ecosystems

• Became a viral movement, with influencers, media, and citizens driving nationwide awareness

• Generated extensive earned media and user-generated content, turning embarrassment into empowerment

• Elevated the Ministry of Environment’s role as a catalyst for citizen-led change

Impact

#SaveOurFace transformed pollution into pride. By linking the symbolic “face” to national dignity, the campaign turned a cultural metaphor into a movement, uniting a divided country around a shared cause. It proved that when people act together, collective shame can become collective strength — restoring Lebanon’s image, one beach at a time.