2016 Winners & Shortlists

TWEET FOR HEAT

BrandALWALEED PHILANTHROPIES
Product/ServiceNON PROFIT ORGANISATION
EntrantBOLD AGENCY Riyadh, SAUDI ARABIA
CategoryUse or Integration of User-Generated Content
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

Name Company Role
Abeer Alessa Bold Advertising Est Managing Director
Mohammad Baalbaki Bold Advertising Est Executive Creative Director
Rashad Moglbay Bold Advertising Est Strategy director
Ziad Abou Rjeili Bold Advertising Est Creative Technologist
Mahmoud Nasab Bold Advertising Est Operations Manager
Aljohara Alrasheed Bold Advertising Est Senior Art Director
Yazeed Alhayef Bold Advertising Est Account Manager
Fahed Awkal Bold Advertising Est Production Manager
Joyce Abou Rjeili Bold Advertising Est web developer
Tajammul Khan Bold Advertising Est Graphic Designer
Shaden Almutlaq Bold Advertising Est account planer
mashail Faqeeh Bold Advertising Est Copywriter
Sara Nasr Bold Advertising Est Senior copywriter
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