2016 Winners & Shortlists

Brief Explanation

For over 35 years, Alwaleed Philanthropies, AP, has been saving the lives of millions of people worldwide through alleviating poverty, providing disaster relief, empowering women and the youth, and bridging cultures. In 2015, with January’s Paris attack, February’s Iraq bombings, March’s Mali shootings, April’s Nepal earthquake, and numerous disasters in between, it was the right time to reinforce AP’s association with hope. We needed to reach out to international NGOs who could launch international projects, and reach out to potential volunteers, social media users, philanthropists, and community activists who could help with projects physically, by donating, or by spreading awareness online. Our target audience also consisted of the poor and the needy who could benefit from AP’s projects. For wide reach locally and globally, we had to launch a fully-fledged campaign through TVC, print, and outdoor, a social media campaign and an online user experience, on-ground projects, activations, and sponsorships.

The Campaign

In 2015, with the rise in natural and man-made disasters, the number of lost lives reached 26,000. People worldwide were losing faith in humanity, expressing their anger and grief through social media and on-ground demonstrations. As humanitarians, Alwaleed Philanthropies wanted to restore people’s hope and encourage active participation from international NGOs, so we launched hope messages under a universal platform of belief: “Amen Humanity”. Our campaign echoed across TVs, publications, outdoors, and social media. On the microsite, visitors uploaded their prayers and pledged to participate in AP’s humanity call. In support, we launched the “Amen for a Better Life” project, giving away houses and cars, and sponsored “10 KSA” to form the largest breast cancer awareness ribbon in Guinness world records. In response, online followers, website visits, and activation participants soared. AP received volunteer submissions and global project requests from organizations, and formed new partnerships including Global Goals and UNHCR.

Creative Execution

With January’s Paris attack, February’s Iraq bombings, March’s Mali shootings, April’s Nepal earthquake, and numerous disasters in between, it was the right time to associate AP with hope. Amen Humanity microsite started in May, with simultaneous social media promotion, TVC on satellite stations and online, print ads in pan-Arab and international publications throughout May and June, and pledge booths set up in May in Saudi cities. The supporting project “Amen for a Better Life” followed during mid-Ramadan, in July, the perfect time for giveaways. With the project’s microsite launched in the beginning of July to accept applications, the project’s TVC aired simultaneously on satellite channels for a month, and online, along with a two-week YouTube promotion in July, social media promotion, and print ads in Saudi and pan-Arab newspapers. Volunteer applications and NGO partnership requests soared during the coming months. In December, Amen Humanity was revived through sponsoring 10 KSA.

Amen Humanity online activation received 25,000 pledges (participants). Online followers soared from 57,000 to 260,000, website visits during the campaign reached 3 million. The supportive “Amen for a Better Life” received 245,000 online applications. Alwaleed Philanthropies received 1200 volunteer submissions from 50 countries, 18,500 partnership requests from international organizations; and an invitation by Global Goals to be the lead MENA partner; in addition to collaborating with UNHCR to support Syrian refugees. Thousands of participants in activations and millions of visits revealed an emotional uplift and more awareness. Thousands received homes and cars, while more organizations approached Alwaleed Philanthropies’ to form partnerships for the greater good.