We needed to create a campaign that could raise at least 4 million Dirhams during Ramadan and act as a sustainable program that can continue for the other 11 months of the year as well.
With all the gloom and doom in the news, from the migrant crisis, terrorism to natural disasters, donor fatigue threatened donations. And while social media is a great avenue to raise awareness for a cause, few engage with charity campaigns beyond the click of a Like button. How can we engage and involve people in a way to overcome donor fatigue?
We looked for talented kids living in poverty and asked them to share how they make toys, clothes and other items. And then created online tutorials and ads featuring their work to ask people to donate. And with that, we created the first skill exchange between the developed and the underdeveloped world.
In a series of activations, children drew letters of the alphabet while people were encouraged to share pictures and text for each letter of the alphabet on Instagram (A #IsFor Ants, B #IsFor Banana, C#IsFor Camera) to create a crowdsourced alphabet book. With all the social chatter and the striking visuals and messages generated by the campaign, the resulting news coverage drove the message to donate.
The campaign doubled last year’s contributions, raising millions of Dirhams to help educate kids living in poverty. (Please check the confidential section to find the number.)
Online we reached over 300,000 views on YouTube, 130,000 impressions on Twitter and over 250,000 reach on Instagram.
Thousands of the crowdsourced alphabet books will be distributed in English, French and Arabic to the children who need them the most.