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ASDA'A BCW - The 10th Annual Arab Youth Survey 2018

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Company: ASDA'A BCW, Dubai, United Arab Emirates
Company Description: Over the last 15 years, ASDA'A BCW has earned its reputation as the Middle East’s leading public relations consultancy and the benchmark of PR practice in the region. The company’s growing list of prestigious clients and high-profile industry awards reflect this position. ASDA’A ASDA'A BCW, a WPP company, has 11 wholly owned offices and reaches into 18 Middle East nations.
Nomination Category: Annual Report & Other Publication Categories
Nomination Sub Category: Best White Paper or Research Report

Nomination Title:‘A Decade of Hopes & Fears’ - The 10th Annual Arab Youth Survey 2018

The date on which this nominated book was first distributed or otherwise made public:

SITUATION ANALYSIS
May 2018 marked the launch of ASDA’A Burson-Marsteller’s 10th Annual Arab Youth Survey (AYS) – the largest study of its kind into the region’s largest demographic: its youth. Every year, we supply evidence-based insights that provide governments, the private sector, media and civil society critical information and analysis to inform decision-making and policy formation.

RESEARCH AND INSIGHTS
Two-thirds of the population of the Middle East is under the age of 30, and youth have had a huge impact on the region over the decade in which the Arab Youth Survey has been conducted. From the Arab Spring to the rise of Daesh, it is youth who have been at the forefront of the region’s turbulent developments. This year, to mark 10 years of AYS, we wanted to put the past decade in context and provide new insights into what today’s youth are thinking. The Agency commissioned international polling firm PSB Research to conduct the survey, with new questions added to take account of the major events of the past 10 years. PSB undertook 3,500 face-to-face interviews with men and women aged 18-24 in 16 Arab nations, between January 21 and February 20, 2018. The sample split in each country is 50:50 male to female.

EXECUTION
As well as questions putting changes over the past 10 years in context, new topics for 2018 addressed the rise of Saudi Crown Prince Mohammed bin Salman, and sensitive subjects such as extremism, government corruption and attitudes towards allies and enemies, both regional and global.

On conclusion of the fieldwork, the data was analysed, and key findings identified. These formed the basis of in-depth collateral, including our top 10 findings, press releases, high-level presentation, sharable videos and White Paper, titled: “10 Years of Arab Youth Survey: ‘A Decade of Hopes & Fears’”. We invited 10 experts to add their analysis, giving a new dimension of insight to the White Paper. All the collateral was made available on our website, arabyouthsurvey.com.

In terms of publicising the Survey, this year we undertook more than 30 face-to-face embargoed advance media briefings to secure strong global and local media partnerships; increased our digital focus; and supported each finding with videos and infographics. Outside of the Middle East, we activated the whole BCW network, securing great coverage in the US, Europe and Asia.

On the day of the launch, an expert panel discussion was conducted in Dubai, comprising Reem Al Hashimy, UAE Minister of State for International Cooperation; Dalia Khorshid, former Investment Minister of Egypt; Turki bin Abdullah Aldakhil, General Manager of Al Arabiya, the region’s biggest news channel; and Professor Tom Fletcher CMG, Visiting Professor of International Relations at NYUAD and Visiting Professor and Special Advisor, Emirates Diplomatic Academy. The discussion was followed by a Q&A and the event was livestreamed on the AYS website. We also presented the findings at the world-renowned think-tank Middle East Institute in the US in June and have secured subsequent events across 2018 in the UK, US and Germany.

DOCUMENTED RESULTS
Coverage of the 2018 Arab Youth Survey exceeded expectations, with an 18% increase in the total print, online and broadcast coverage hits from 2017, gaining a total print and online reach of 27 million people. Highlights included a section on CNN reporting on this year’s findings and a cover page plus 24 pages in leading regional magazine Arabian Business. We also achieved total earned air time of 148 minutes.

On Social, our Survey campaign recorded a total of 4.1 million impressions on Twitter, 4 million on Facebook and 2.5 million impressions on Instagram; Our short informative videos received more than 1 million views across all platforms, while our event livestream attracted 60,000 viewers.

HH Sheikh Mohammed bin Rashid al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, shared the Survey findings with his over 12 million followers on social media.

Briefly describe this entry’s communications objectives and how it met those objectives (up to 200 words):

HIGHLIGHTS:

-Only independent research of its kind into Arab world’s biggest demographic – its youth
-3,500 face-to face interviews with 18-24 year-olds in 16 Arab countries
-Diverse collateral, including website, press releases, videos, social media, printed and electronic White Paper, all in English and Arabic and produced and designed in-house
-Survey findings tweeted by HH Sheikh Mohammed bin Rashid al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai
-Expert panelist at the launch event including Her Excellency Reem Al Hashimy, UAE Minister of State for International Cooperation, and Director General, Dubai Expo 2020 Bureau
-Over 1 billion unique viewership for online media
-Total earned air time over 148 minutes
-4.1 million impressions on Twitter, 4 million impressions on Facebook and 2.5 million impressions on Instagram
-604 total print, online and broadcast hits
-60,000 livestream views

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Advertising Agency/City: Proof Integrated Communications
Client: ASDA’A Burson-Marsteller