2013 Winners & Shortlists

The Brief

To raise awareness of the extraordinary children at Al Noor School for Children with Special Needs, and tell people about their potential, and encourage donations to the school.

Creative Execution

Donating to charity is always a personal act. Even if some people might share their gesture on Facebook or with their friends, it often remains very personal. We wanted to allow people to donate something that we all have. Something that doesn't cost anything, but can instill change, and spread the word about our cause.

Describe the creative solution to the brief/objective.

We created a new type of donation. We invited people to donate their Facebook statuses to Al Noor and then used this new channel to showcase the potential of the children by posting video content on behalf of our donators.

Results

The campaign launched on February 13, and within 7 days, over 500 statuses were donated. On a limited budget, the social media campaign created a whole new way to donate and allowed the school to reach a new audience to spread its message and increase donations.