| Dubai Lynx, 2016 | ||
|---|---|---|
| Grand Prix for Good | - | GRAND PRIX |
| Integrated | - | SILVER |
| Branded Content & Entertainment | USE OR INTEGRATION OF PRINTED CONTENT | GOLD |
| Direct | DIRECT: PRODUCT/SERVICE: CHARITIES, PUBLIC HEALTH, SAFETY & AWARENESS MESSAGES | SILVER |
| Direct | DIRECT: USE OF DIRECT MARKETING: USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN | BRONZE |
| PR | PR: PRODUCT & SERVICE: CHARITIES, PUBLIC HEALTH, SAFETY & AWARENESS MESSAGES | GOLD |
| PR | PR: DIGITAL & SOCIAL: USE OF SOCIAL IN A PR CAMPAIGN | SILVER |
| Promo & Activation | PROMO & ACTIVATION: USE OF PROMO & ACTIVATION: USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN | BRONZE |
| Promo & Activation | PROMO & ACTIVATION: PRODUCT/SERVICE: CHARITIES, PUBLIC HEALTH, SAFETY & AWARENESS MESSAGES | SILVER |
| Media | USE OF MEDIA: USE OF SOCIAL MEDIA | GOLD |
| Media | PRODUCT/SERVICE: CHARITIES, PUBLIC HEALTH, SAFETY & AWARENESS MESSAGES | BRONZE |
| Cannes Lions 2016 | ||
| Media | Sectors: Charities & Appeals | Bronze Lion |
| The Loeries Awards 2016 | ||
| DIGITAL & INTERACTIVE COMMUNICATION | SOCIAL MEDIA | Bronze |
| Cristal Awards 2016 | ||
| Corporate & PR | Best use of social media | Sapphire (Silver) |
| Media | Best use of social media | Emerald (Bronze) |
| Brand Entertainment & Content | Best use or integration of digital or social media | Sapphire (Silver) |
CLIENT DUBAI CARES
PRODUCT CHARITY ORGANIZATION
ENTRANT J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
TYPE OF ENTRY BRANDED CONTENT & ENTERTAINMENT
CATEGORY USE OR INTEGRATION OF PRINTED CONTENT
TITLE I CAN TEACH YOU TOO
PRODUCT/SERVICE CHARITY ORGANIZATION
ENTRANT COMPANY J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
CONTRIBUTING COMPANY J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
MEDIA AGENCY MINDSHARE MENA DUBAI, UNITED ARAB EMIRATES
MEDIA AGENCY 2 OMD DUBAI, UNITED ARAB EMIRATES
PRODUCTION COMPANY MUDDVILLE DUBAI, UNITED ARAB EMIRATES
The Campaign
We needed to create a campaign that could raise at least 4 million Dirhams during Ramadan and act as a sustainable program that can continue for the other 11 months of the year as well. With all the gloom and doom in the news, from the migrant crisis, terrorism to natural disasters, donor fatigue threatened donations. And while social media is a great avenue to raise awareness for a cause, few engage with charity campaigns beyond the click of a Like button. How can we engage and involve people in a way to overcome donor fatigue? We looked for talented kids living in poverty and asked them to share how they make toys, clothes and other items. And then created online tutorials and ads featuring their work to ask people to donate. And with that, we created the first skill exchange between the developed and the underdeveloped world. In a series of activations, children drew letters of the alphabet while people were encouraged to share pictures and text for each letter of the alphabet on Instagram (A #IsFor Ants, B #IsFor Banana, C#IsFor Camera) to create a crowdsourced alphabet book. With all the social chatter and the striking visuals and messages generated by the campaign, the resulting news coverage drove the message to donate.
The campaign doubled last year’s contributions, raising millions of Dirhams to help educate kids living in poverty. (Please check the confidential section to find the number.) Online we reached over 300,000 views on YouTube, 130,000 impressions on Twitter and over 250,000 reach on Instagram. Thousands of the crowdsourced alphabet books will be distributed in English, French and Arabic to the children who need them the most.
Credits
NAME COMPANY POSITION
CARL LUNDQVIST J. WALTER THOMPSON - DUBAI ASSOCIATE CREATIVE DIRECTOR
MOURAN BOUTROS J. WALTER THOMPSON - DUBAI SENIOR COPYWRITER
MAHMOUD ALKHAWAJEH J. WALTER THOMPSON - DUBAI SENIOR ART DIRECTOR
RICHARD HOL J. WALTER THOMPSON - DUBAI REGIONAL CREATIVE DIRECTOR
ADAM FIERMAN J. WALTER THOMPSON - DUBAI COPYWRITER
DAVID DEVESON FREELANCE PHOTOGRAPHER
OMAR ELGAMMAL J. WALTER THOMPSON - DUBAI PLANNER
AARTI KULKARNI J. WALTER THOMPSON - DUBAI ACCOUNT DIRECTOR
RULA HAJJAR J. WALTER THOMPSON - DUBAI ACCOUNT EXECUTIVE
ALAA AL HAI J. WALTER THOMPSON - DUBAI ACCOUNT EXECUTIVE
MAHESH POWAR J. WALTER THOMPSON - DUBAI SENIOR ART DIRECTOR
RAMSEY NAJA J. WALTER THOMPSON - DUBAI CHIEF CREATIVE OFFICER
CHAFIC HADDAD J. WALTER THOMPSON - DUBAI CHIEF CREATIVE OPERATIONS OFFICER