2020/2021 Winners & Shortlists

Summary

Volunteerism is on a decline in most parts of the world. In the UAE, only 27% of the population are aware of community service opportunities as opposed to 46% in countries like the UK. Only 3.7% of the population actively get involved. As a leading local bank, Emirates NBD understands the direct impact volunteering can have on socio-economic growth. Being official partners of EXPO 2020 and Impact 2030, the bank has to actively shoulder the responsibility of giving volunteer rates a boost in the region. We started with the insight that altruism is, in fact, a part of the human DNA. The campaign titled “Give in to giving” alludes to the idea that we all have a natural urge to help. On World Kindness Day, we launched a short animation film to enlist new volunteers. It tells the story of a resolutely unhelpful individual who has an epiphany when a little old lady needing to cross the road insists on his help. His experience of giving brings about such a glow that his cold heart thaws and he’s transformed into sunny soul. We set ourselves a threefold objective that we believe we have successfully met: 1- We increased awareness on volunteering and triggered a change in the mindset: - Organic Online Views: +300M (one of the region’s all time highest) - Online Shares: +10M - Reactions and Comments: +11M - 98% Positive Sentiments - VTR – 80% (vs. 30% average YouTube channel benchmark) - Score 10/10 by Facebook Various schools, colleges and businesses have been screening the film on their premises. Innumerable NGOs and celebrities involved in philanthropy around the world also shared the film on their websites and social media pages as an important story to tell. The tremendous response, increased participation and shares online has been indicative of the fact that the campaign gave people something to think about 2- We bridged the gap between opportunity and intent by dragging traffic to the website: - Traffic to website: increased by 10,000% after launch Realizing the benefits volunteering have on the volunteers themselves and the community, parents have been involving their children in the volunteering activities which pushed Emirates NBD to create more activities for children. 3- We clocked more volunteering hours: - Volunteering hours: +50,000 - Beneficiaries: 217,000 The above efforts led to Emirates NBD winning the Impact 2030 Innovation Award for Volunteering.