2016 Winners & Shortlists

Creative Execution

We launched “Amen Humanity” microsite, where visitors uploaded their personal prayers, taking a pledge to participate in AP’s humanity call. The campaign was also endorsed by a popular YouTube show. We promoted the microsite mainly through Twitter and Facebook pages and banners, as well as on Instagram. In the second phase, we communicated our relevant on-ground activations on all “Amen Humanity” digital platforms. We also launched “Amen for a Better Life” as a supporting project, promoted it on social media, and created the project’s microsite which attracted hundreds of thousands of applicants and immediately reinforced “Amen Humanity” locally and globally.

Online followers soared from 57,000 to 260,000, website visits reached 3 million, and activation participants totaled 25,000. “Amen for a Better Life” featured 750,000 visits and 245,000 applicants. 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.

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. There was a dire need for more hope and help. As humanitarians, we 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”. The campaign was unfolded through TV, print, outdoors, and online. The microsite enabled visitors to upload their prayers, while social media spread awareness. We supported the campaign with “Amen for a Better Life” project, giving away thousands of homes and cars to the needy, and organized empowerment events. We sponsored “10 KSA” to form the largest breast cancer awareness ribbon in Guinness world records. These grand activations received the attention of NGOs worldwide.