The "Chayef Halak" campaign is pointing a finger on a number of social ills in Lebanon, notably racism, sectarianism and corruption through a number of video clips now shown on LBC-I since June 2011. All throughout the past period, the Campaign has highlighted many cases including the ways in which people use loopholes in the laws. The examples are drawn from local realities such as for instance the case of migrant women domestic workers. The video clip in this case shows a Lebanese woman, a 'Madam" as she likes to call herself, sitting in her clean and neat house which is due to the work of her Ethiopian maid. The Lebanese Madam says that she treats her maid "as a member of her family" and she also adds that she takes "her Srilankan" with her in all her outings and ensures that she is well dressed and gets her different cleaning products. This, according to the Madam, is an example of good treatment and the maid is in want for nothing except her own passport which is confiscated by her employer....
According to the campaign website, the idea behind this initiative is to engage citizens in changing what is wrong in their country and in their own social behavior. The campaign is the result of collaboration between LBCI and the BBDO Impact advertising firm and is part of a citizen media initiative.
In an interview with the Assafir newspaper, the Marketing Director of BBMO Impact, Omar Sadek, indicated that the idea was first conceived because the initiators had had enough of the situation in the country and wanted to do something to change it especially that the state remains largely ineffective in addressing these issue.
When asked about the impact of the campaign on overall public opinion in the country, Sadek added that the campaign facebook page has 46000 likes hit and more than 3000 persons viewed the latest campaign video clip only four days after it was released on You Tube, and that the campaign has 11000 followers on Twitter. Sadek concluded that "Lebanon is better with this campaign than without it even if its impact is limited".