2020/2021 Winners & Shortlists

Background

During the holy month of Ramadan, Muslims around the world uphold the centuries-long tradition of sharing – sharing their homes, sharing their hospitality, sharing their food with others. The concept of ‘sharing’ has become synonymous with Ramadan, and something that Australian expat Sumayyah Syed wanted to enhance amongst her community in Dubai in 2016. And so Sumayyah placed a fridge, fully stocked with food and water, outside her house so that those less fortunate could help themselves to what they needed in order to break fast. These ‘Ramadan Fridges’ quickly become a tradition across the UAE and the GCC, with thousands being placed in key locations every Ramadan since. The UAE-born Ramadan Fridges tradition had captured the hearts of residents in the region, but for Etihad Airways, the national carrier of the UAE this was only the beginning. Etihad Airways wanted to help carry the wonderful tradition to those in

Describe the strategy

Understandably, the campaign was a logistical challenge, particularly for the hot meals, from the beginning – the communities were in remote, inaccessible rural areas with limited (and in one case non-existent) infrastructure. However, overcoming this challenge was purely down to a shared determination to share the Ramadan Fridges with the communities. The team – led by members of the Etihad Cabin Crew who would act as an Etihad Airways ambassador at each community – worked with local catering partners and logistical coordinators to deliver the fridges, fully stocked, to their intended locations. And when the fridges did arrive, they fit right in, having been designed in collaboration with local artists and suppliers to make sure they were as unique as the communities they would be visiting. Etihad Ramadan Fridge was greatly appreciated by each community, with many actively helping to prepare.

Describe the execution

The first step was to outline key objectives: • Identify three international communities in need during Ramadan. • Place an Etihad Ramadan Fridge within that community during Ramadan. • Organise for the Etihad Ramadan Fridges to be filled daily with food and beverages for community members. • Increase awareness of Etihad as a brand and as the national carrier of the UAE. • Create a charitable impact on a global level, yet have a significant effect on each community. The team started by looking at various communities around the world within reach of Abu Dhabi. After a thorough selection process, following groups were contacted: • The Faizan E Nooriya Orphanage in northern Mumbai, India. • The neighbourhood of Korangi in eastern Karachi, Pakistan. • The village of Pondok Terong outside Jakarta, Indonesia. In each group, there was a conscientious drive towards helping those in need.

List the results

Online, the campaign has received a total of 13.9 million views with a 29% engagement rate and nearly 33,000 shares. Etihad guests donated 598,995 miles, the equivalent of 1,000 meals. But perhaps the most enduring legacy of the Etihad Ramadan Fridge Campaign has been the widespread community spirit and lasting international support that it spurred. As a reaction to the wonderful UAE-born campaign, people around the world have been inspired to join Etihad Airways and help these communities however they can, with some donating books and food, and others even repairing doors, windows and infrastructure.