Brand | AL-BERR CHARITABLE ASSOCIATION |
Product/Service | AL-BERR CHARITABLE ASSOCIATION |
Entrant | FP7/RUH Riyadh, SAUDI ARABIA |
Category | FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
Entrant Company
|
FP7/RUH Riyadh, SAUDI ARABIA
|
Advertising Agency
|
FP7/RUH Riyadh, SAUDI ARABIA
|
Media Agency
|
UM Riyadh, SAUDI ARABIA
|
Results and Effectiveness
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
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.
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.
Insights, Strategy and the Idea
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:
“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.
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.
Credits
Ahmad Beck |
Fp7/Ruh |
Executive Creative Director |
Khalil Arouni |
Um Ksa |
Managing Director Ksa |
Mustafa Zaatari |
Fp7/Ruh |
Senior Art Director |
Jimmy Abboud |
Fp7/Ruh |
Art Director |
Hossam Mubarak |
Fp7/Ruh |
Copywiriter |
Ghassan Nehmeh |
Fp7/Ruh |
Client Servicing |
Ahmad Beck |
Fp7/Ruh |
Art Director |
Dolly Saidi |
Mint Production |
Executive Producer |
Marc Lawandos |
Fp7/Ruh |
Md |
Claude Abboud |
Fp7/Ruh |
Gm |