2013 Winners & Shortlists

The Brief

The target was the mass population in KSA, everybody who is fasting and preparing meals for Iftar. More than 4500 tons of the food prepared in restaurants, hotels and homes for Iftar is thrown away as it is surplus. This is causing a great waste of graces, while a large number of people don’t get their basic need of food. How to stop wasting food and start taking advantage of its surplus amounts. The idea revolves around giving, sharing and caring. It shows how a little of each dish can make a full dish for a hungry person.

Creative Execution

The Creative execution was very relevant to problem, we created the Ramadan Plate to collect the food from the houses and Hotels, and a mechanism to select the locations of the plates. By knowing the location the association go there and collect the ramadan Plate full of food and distributed to the needy people.

Describe the creative solution to the brief/objective.

The mission: How to stop wasting food and start taking advantage of its surplus amounts. The Idea: “Keeping the graces, make them last” The idea revolves around giving, sharing and caring. It shows how a little of each dish can make a full dish for a hungry person. Distribution: Empty dishes kept in bags were distributed with a dish cover carrying the message of the campaign and how to reach Al-Berr Association after filling the dishes with food. Distribution of the empty dishes took place at traffic lights in the streets of Riyadh.

Results

Results: - 50,000 Iftar meals were distributed during the holy month of Ramadan to the needy. - The campaign witnessed a wide PR and media coverage - Increasing public awareness of the people about the need to maintain graces and not wasting them - Motivate investors to sponsor the campaign and to ensure the distribution of 200,000 meals during the next few months. - The campaign provided an incentive and inspiration to other associations that followed their footsteps