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.