Horn Of Africa: LISTEN.HELP.

Credits & Description:

Category: Online Digital Design

Advertiser: WORLD FOOD PROGRAM

Product/Service: HORN OF AFRICA CRISIS

Agency: JWT KUWAIT

Creative Director: Mark Makhoul (JWT)

Digital Art Director: Nitin Fernandes (JWT)

Art Director: Mitul Shah (JWT)

Art Director: Cynthia Wong (JWT)

Copywriter: Shaheen Al Haddad (JWT)

Copywriter: Alia Al Qimlass (JWT)

Photographer: Graham Tooby

Retouching: (Procolor)

Senior Account Manager: Rizkallah Kharsa (JWT)

Account Executive: Marina Mina (JWT)

Media placement: Website - online - 19 December 2011



Describe the brief from the client

The brief from the client outlined the partnership between the WFP and the musical artist Sami Yusuf. They communicated their plan to utilise Sami Yusuf’s single ‘Forgotten Promises’, written for the people of the horn of Africa, to raise funds to feed the drought-stricken population of this region. The client’s request was to develop an integrated communication plan and creative identity for this campaign.



Describe the challenges and key objectives

The main objectives were to promote Sami Yusuf’s single in an appropriate manner to raise funds for WFP through the online sales of this single, and to attract as many donors as possible to the WFP/Sami Yusuf online donation portal dedicated to this campaign.



Describe how you arrived at the final design

In developing the design we took into consideration the mechanism of the campaign: each song that was downloaded would feed 2 people. This link between action and result led us to the concept of 'Listen Help'. By associating the music with the food that would be provided, we developed the side by side concept that became a main theme throughout the design. The simple, straightforward design allows users to see both the problem and solution side by side, and view the entire website in 1 continuous scroll.



Give some indication of how successful the outcome was in the market

The outcome amounted to regional media coverage worth upwards of $15,000 across various channels including television, radio, social media and online news sources such as CNN, The National and Gulf Today, among others. In addition to media attention, through song downloads and donations, we succeeded in raising funds sufficient to feed 50,000 people in the Horn of Africa.