I Know

In 2012 Publicis Armenia was the first to bring to Armenia the first finalist award from the “ADSA NON­PROFIT 2012” international ad festival (Florence, Italy) for social engagement campaign “I KNOW” done for the World Bank and Armenian Government. The campaign was about the Republic of Armenia receiving a loan from International Development Association for implementation of Second Judicial Reform Project. Dozens of reforms were implemented in judicial and public administration sector. However, there was a lack of awareness in society about the reforms conducted in the country.

Publicis Armenia came up with an integrated campaign I KNOW, challenging people to know their rights. Campaign logo, SMILEY, was meant to promote the idea in a simple and friendly way. The colors are that of the Armenian flag. During 1 month we encouraged people to claim their civil rights through TV ads, posters, and digital tools.