2012 Winners & Shortlists

The Brief

To create awareness about the starving children of Somalia, at the same time encourage people to contribute the fund-raising drive initiated by Tawuniya to end the hunger.

Describe how the promotion developed from concept to implementation

In order to meet the objectives, several tin containers were customized and designed with striking visuals and messages that were aimed to touch people’s emotions and encourage them to contribute. These containers were placed in all Tawuniya branch offices and outlets.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion was a huge success as it was very well supported by the people in terms of participation and contribution in Tawuniya's fund-raising drive.

Explain why the method of promotion was most relevant to the product or service

The promotion method and medium had to be straightforward as it was addressing a serious issue. Hence the direct approach to the people with eye-catching visual and heart-warming message.