MAGDI YACOUB FOUNDATION - THE KEY TO MY HEART
|Brand||THE MAGDI YACOUB HEART FOUNDATION|
|Product/Service||CHARITY ORGANIZATION - A HEART CENTRE|
|Entrant||TNA Cairo, EGYPT|
|Category||Charities & Non-profit|
TNA Cairo, EGYPT
TNM Cairo, EGYPT
Why is this work relevant for Direct?
We have created a locally-relevant campaign that created positive sentiment for its viewers throughout the month of Ramadan. It was rated as the top positive campaign by Crowd Analyzer in Ramadan 2019 and it had great business results given the economical crisis taking place in Egypt
The World Health Organization indicates that cardiovascular diseases are the leading cause of death in Egypt, making up 46% of total deaths.
The Magdi Yacoub Heart Foundation is a foundation that aims at healing heart diseases. This charity organization is maintained from the donations it receives, making it seek donations all year long. And the problem is, when you stop responding to a child’s heart it immediately stops beating.
During the month of Ramadan, Egyptians feel the need to do good and help others in need. Which is why, Ramadan, being the month of giving, becomes a battlefield for every NGO to get a share of Egyptians’ generosity. With communication increasingly playing on guilt and emotional harassment to grab the people’s attention, the nation stopped responding.
Describe the creative idea.
"The Key to My Heart Is In Your Hands"
The Song we used for the jingle is based on the 1962 hit, “The Key to My Heart Is in Your Hands", sung originally by Farid al-Atrash. Originally meant to be a romantic song he was singing to his sweetheart, we changed the lyrics to become the kids telling their donors that the key to their hearts is literally is in their hands.
On the visual front, to maintain the elegant, soft and romantic mood, we decided to have a iconic visual treatment where we would have our kids as miniatures who would use the hospital equipment as their toys; turning the typically associated place with sorrow, the hospital, into a big happy playground for our kids. Creating a metaphor of how this hospital is the gateway to those kids to get back to their normal lives after they're healed.
Describe the strategy.
Ramadan, being the month of giving, becomes a battlefield for every NGO to get a share of Egyptians’ generosity. With communication increasingly playing on guilt and emotional harassment to grab the people’s attention, the nation stopped responding
Instead of bringing more negativity to the screens, we decided to appeal to the audiences with romanticism and not guilt.
We brought back a1962 music track embedded in Arab culture , “The Key to My Heart Is in Your Hands” and created a rendition of this classic song from the children to the people. A direct and literal meaning calling out to all potential donators that they have the key to cure the patients’ hearts and save their lives.
Target: All Egyptians
Call For Action: You Have the key to more hearts..Help Us Cure More Hearts
Describe the execution.
We brought back a1962 music track embedded in Arab culture by Farid al-Atrash, “The Key to My Heart Is in Your Hands” and created a rendition of this classic song from the children to the people.
A direct and literal meaning calling out to every donator that they have the key to cure the patients’ hearts and save their life.
The people instantly reacted to the metaphorical rendition and automatically connected with the romantic song they know too well.
The campaign only used the original chorus “The Key to My Heart is In Your Hands” and then changed the lyrics to tell the story of the patients with heart disease, creating a romantic relationship between the children and the donors.
Timeline: The whole month of Ramadan
Placement/Scale :Mass Media (TV, Radio & Digital)
List the results.
The campaign went viral.
News Channels and Celebrities Shared Screen shots of the campaigns. As per Crowd Analyzer we were rated as the 4th in line of the most loved campaigns in Ramadan.
In one month, the ad resulted in 5 million organic views across social media with 25 Million Reach and 35 Million Impressions. People were happy to watch it, and watch it again with a 90% positive sentiment.
Despite a 20.86% inflation rate, we managed to sustain the same donations volume with a slight increase in comparison to the previous year.
This is how a very powerful call for love, has helped save a life.
||Associate Creative Director
|Hazem El Saadani
||Senior Account Manager
||The Garage Sound Studio
||Sound Design Arrangement
||Head of Production
||Key 66 Productions
||Junior Creative Copywriter
||Tarek Nour Production