Kunhadi Unapologetic For Late Mother's Day Greeting
As everyone rushed to greet mothers in the days leading up to March 21st, Kunhadi had different plans.
By communicating their greeting to mothers a day late, they proved that sometimes it’s wiser to be late than early.
Kunhadi, the NGO that urges the youth and general public to always drive responsibly, saw an opportunity on the occasion of Mother’s Day to get their message across to all those behind the wheel: It’s better to arrive late than never.
On the morning of March 22nd, and after the usual Mother’s Day activities and greetings had abated, Kunhadi, remaining silent the day before, finally spoke out via various media (newspapers, magazines, LED screens and online).
“Happy Mother’s Day” said the headline above a bouquet of flowers, with the line “This ad got to the printers 5 minutes late. But at least it got there in one piece.”
But Kunhadi did not stop there. The NGO surprised Lebanese broadcasters from various local TVs and radio stations who are mothers by interrupting their live broadcasts and presenting them with real bouquets of flowers offered by Fleurs de la Sagesse.
With curious audiences watching the events unfold and astonishment all around, these broadcasters then read the accompanying card explaining the campaign and signed by Kunhadi.
The move caused quite a stir, with the broadcasters sharing pictures of the bouquet on their Facebook pages as a way of committing to the movement and joining their voices to Kunhadi’s message, which is something every mom tells her child: It doesn’t matter if you arrive late. All that matters is that you do so in one piece.
This is only the latest in Kunhadi’s series of creative campaigns since 2008 in association with advertising agency M&C Saatchi. Today, Kunhadi has become the voice of reason in a continuous effort to keep Lebanon’s roads safe. A voice not only heard, but one that most people look forward to hearing from.
