Brand | ALWALEED PHILANTHROPIES |
Product/Service | NON PROFIT ORGANISATION |
Entrant | BOLD AGENCY Riyadh, SAUDI ARABIA |
Category | Use or Integration of Digital or Social Media |
Entrant Company
|
BOLD AGENCY Riyadh, SAUDI ARABIA
|
Contributing Company
|
BOLD AGENCY Riyadh, SAUDI ARABIA
|
Media Agency
|
OMD Riyadh, SAUDI ARABIA
|
Production Company
|
MILLIMETER PRODUCTIONS Jeddah, SAUDI ARABIA
|
The Campaign
So many campaigns have been tackling the Syrian refugee crisis, but none of them reflected the real living conditions the refugees endure in winter. The world was aware of their plight, but awareness alone does not save lives, and donations are still insufficient. So, to raise more awareness and encourage further donations that could keep the refugees warm in a bitter winter, we had to bring people closer to the reality of life in the camps. We had to amplify the refugees’ voices throughout the world. Alwaleed Philanthropies, in collaboration with UNHCR, launched Tweet for Heat to immediately reach out to an ever-growing online and Twitter audience.
We created heat-monitoring devices and fixed them to refugee tents across camps in different countries. The devices automatically tweet personal messages from the refugees along with the temperature in the tent, three times a day. The messages then appear on Twitter at #tweetforheat and on the website www.tweetforheat.com. Through the website, users can donate to save lives and see the warmth effect of the donations, retweet refugees’ messages to spread more awareness, view the temperatures in each of the refugee camps in different countries, and watch the refugees’ stories and routines of their daily lives. Technology can save lives.
Within less than a month, total tweets increased to 38,000+; donations reached $633,000; 5,275 refugees are saved, and the warmth continues.
Credits
Abeer Alessa |
Bold Agency |
General Manager |
Mohammad Baalbaki |
Bold Agency |
Executive Creative Director |
Rashad Moglbay |
Bold Agency |
Strategy director |
Ziad Abou Rjeily |
Bold Agency |
Digital Creative Director |
Mahmoud Nasab |
Bold Agency |
Operations Manager |
Aljohara Alrasheed |
Bold Agency |
Senior Art Director |
Yazeed Alhayef |
Bold Agency |
Account Manager |
Joyce Abou Rjeili |
Bold Agency |
Web Developer |
Shaden Almutlaq |
Bold Agency |
Account planer |
Sara Nasr |
Bold Agency |
Senior copywriter |
Mashail Faqeeh |
Bold Agency |
Copywriter |
Jad Fadel |
Bold Agency |
Art Director |
Tajammul Khan |
Bold Agency |
Graphic Designer |
Mamoon Muhsen |
UNHCR |
Project Advisor |
Mohammed Abu Asaker |
UNHCR |
Public information/Communications Officer |
Talal Khoury |
Millimeter Productions |
Director |
Akram Douglas |
Millimeter Productions |
Executive Producer |
Ali Chiran |
Millimeter Productions |
Editor |