Due to its social nature, the initiative became contagious on online media through hundreds of websites & blogs in the region.
Mainstream Press and TV spread the initiative regionally.
The campaign received support across media from major youth influencers like Ahmad Al Shugairi, Sheikha Hessa and Fahad Al Butairi.
200 students spread the the initiative to 120,000 other students at zero media cost.
The most valuable result of Ripples of Happiness is measured by the smiles it created and the shift in perception it brought among an entire generation.
Who would spread the Ripples for generations to come.
We recruited 200 students who identified problems in their community, after which people used social media to vote for which problem each University would tackle.
Each University was empowered by customized iPad apps connected to Team pages on a Microsite, Twitter and Facebook.
We created a competition and leveraged the social media platform to spread the Ripples beyond the teams, to the entire university, friends and the larger community to gather their votes, and win this competition.
Over six weeks, the teams streamed live feeds, videos, photos and stories to the Microsite, Twitter and Facebook gathering shares, interactions and most importantly, votes along the way.
At the end of six weeks, winning projects received aid from the Coca-Cola Company to be implemented on a larger scale to touch even more lives.
Insights, Strategy and the Idea
For most in the Middle East, taking social initiatives is driven by religious beliefs, guilt or a surge of emotion.
The Coca-Cola Foundation wanted to create a CSR campaign to change the perception of doing good to others, to a basic act of humanity.
We created Ripples of Happiness.
5 Countries. 10 Universities. 6 weeks.