Lebanon’s coastline, once a source of pride and tourism, had become a symbol of neglect, with polluted beaches tarnishing the country’s image. Recognizing that in Lebanese culture one’s “face” is synonymous with dignity and reputation, the Ministry of Environment and Impact BBDO launched #SaveOurFace to turn environmental shame into collective action. The idea was simple yet powerful: covering your face with a hand or “face-palming”, became a symbol of embarrassment, urging people to protect the nation’s literal and figurative face. The campaign kicked off with the Environment Minister posting the gesture, sparking a viral wave as influencers, media, NGOs, and citizens followed suit. On June 9, 2019, the movement culminated in Lebanon’s largest national beach cleanup across more than 120 coastal and underwater sites, mobilizing tens of thousands of volunteers, generating widespread user-generated content, and transforming pollution into a unifying cause for national pride.