The document outlines a campaign for an international donor conference called "Beirut 1" aimed at providing economic support to Lebanon. It discusses targeting two key audience segments - "pessimists" who doubt the conference will help and "optimists" who believe in its potential. The proposed campaign's unique selling proposition is that "Beirut 1 is a turning point towards a better Lebanon" and aims to convince Lebanese people that this time, with reduced foreign influence, the country's leaders can enact real reforms to improve public services and the economy.

1. ROUGE INC. Levant s.a.l. SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

2. International Donor Conference “Beirut 1” Campaign Presentation is Prepared by Naja Faysal SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]

3. SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address] Job Number: Due Date: December 2006 Date Issued: Creative Team: Naja Faysal Client Servicing Team: Beirut 1 Brand: Prime Minister Sanioura Client:

14. Creative Drafts 1 Print: “Until then… Trust in Beirut 1” SNF bldg., Sioufi str., Ashrafieh P.O. Box: 17-5255 Beirut, Lebanon tel.: 961 1 612561 fax: 961 1 612540 [email_address]