Objectives

The anti-corruption award is presented annually on the International Anti-Corruption Day (9th December),  in recognition and appreciation to those who have contributed to the global campaign against corruption.

The Award recognizes individuals and organizations who have dedicated themselves to combat corruption in some capacity.

The greater purpose of the award is to serve as a tool that highlights exemplary and noteworthy actions and good practices on a global scale, to recognize, promote, collect and disseminate anti-corruption models from around the world; to raise awareness, support and solidarity to the fight against corruption; as well as to encourage and inspire similar and new initiatives towards a corruption-free society.

The anti-corruption award has been divided into several categories, in recognition of the diverse efforts in many distinct fields in the global fight against corruption. The categories are:

• Lifetime/Outstanding Achievement

• Academic Research and Education

• Youth Creativity and Engagement

• Innovation

The award aims  through its public image at sheddig light on those who are fighting corruption in order to motivate governments, academic institutions, the media and civil society to adopt and understand the principles of the United Nations Convention Against Corruption (UNCAC) and collaborate towards its implementation.

Strategy and Execution

The TV commercial of the award was launched in 6 languages (Spanish, French, Arabic, German, English, and Balkan) in the Arab World, MENA Region, Europe and Latin American.

The production of the project had a very tight timeline of two weeks. The pre-prodution preperations were successful as we found talents who are real football players who could play the role of the goalkeeper and striker easily.

Safety precautions had to be taken to ensure the safety of the goalkeeper inside the chroma studio once he lands on the floor

( which becomes the football field after the post production). The players t-shirts where the word corruption and the different types of corruption were imprinted was also added in the post-production.

1. The video was created by Al Jazeera Media Network for the International Anti-Corruption Excellence Award in 2022.
2. Revolving around the theme of corruption, the video incorporated the theme of sport to coincide with the launch of the newest category of the International Anti-Corruption Excellence Award, ‘Safeguarding Sports from Corruption’.
3. The narrative of the video showed a footballer attempting to score a goal past a series of goalkeepers labelled ‘corruption’, symbolizing the aim of the Award to overcome the barriers that corruption presents in order to achieve society’s goals.  
4. The video was translated into six languages (Spanish, French, Arabic, German, English, and Balkan).
5. The video was published all all social media platforms and digital banners were circulated as well as printed banners in different international magazines and newspapers.
6. The ultimate goal was to create momemtum to motivate the traget audience and social media users worldwide to visit the award webiste and nomiate their "hero" who best depicts an anti-corruption model for fighting corruption on all levels.
7.  

Results

1. the campaign was more successful than the agency projected with all social media platforms either meeting the targets or coming very close, and in many cases over-delivering significantly.
2. Most successful was the Twitter campaign which was projected to deliver 140,000 views but delivered over 2,500,000 views.
3. Additionally, Facebook and Instagram were also extremely successful. The projected number of clicks (15,000) was exceeded by over 6x.
4. Google advertising exceeded its proposed clicks by 3x
5. LinkedIn, Youtube, and AdLive achieved between 80%-90% of their targeted impressions or views.

The overall result of the advertising campaign is that the video reached 3.9m impressions and over 130,000 clicks to the Award website.

Media