Category: Best Localised Campaign
Advertiser: WORLD FOOD PROGRAM
Product/Service: HORN OF AFRICA CRISIS
Agency: JWT KUWAIT
Media Agency: MINDSHARE, Dubai , UNITED ARAB EMIRATES
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 - - 19 December 2011
Media placement: CD At Music Stores - virgin megastore - 1 February 2012
Media placement: Facebook Page - - 19 December 2011
Insights, Strategy & the Idea
The main objective was to promote Sami Yusuf’s single ‘Forgotten Promises’ to raise funds for the WFP to feed the drought-stricken population in the Horn of Africa. The target audience included existing followers of the WFP and existing fans of Sami Yusuf, in addition to the general public in the region and world-wide. The insight that shaped idea was placing the problem and solution side by side. The concept ‘LISTEN. HELP.’ summed up the message that each download would feed two people and allowed the audience to see the results of their actions. By utilising music which transcends borders, language, race, and age, to generate downloads we were able to appeal to a broader audience.
Creative Execution
The link between problem and solution 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 method of promotion included digital, CDs, social networking. These executions were relevant because social networking directed viewers to the website so that they could learn more about the cause and how they could contribute by downloading the song. In addition the CDs that were available in store served as both a promotion tool to anyone who saw the CD for sale, as well as a physical alternative to the digital version of the song available for download
Results and Effectiveness
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 order to stand out among the numerous other charities, instead of simply asking for donations we engaged our target audience by using the song as return for their contribution. Through song downloads, over three months we succeeded in raising funds sufficient to feed 50,000 people in the Horn of Africa.