2022 Winners & Shortlists

Summary of the work

In 2019, poverty across Egypt owing to the economic crisis, resulted in a hunger crisis across the country. Knorr, a food brand from Unilever, wanted to make a positive difference. Helping improve the hunger and poverty situation of Egyptians. A typical food donation campaign would not make a sustained impact. Instead, we wanted to empower those who were living in poverty by helping them grow their own food. And in turn, created a new transformational business model, that was sustainable and profitable. Introducing Knorr’s Rooftop Farms. With Egypt’s cities, especially the poverty-stricken areas being concrete and sand jungles, and with no space for farms within cities, we transformed the lives of the underprivileged in Egypt’s cities, by transforming the dry and arid landscape of Egypt’s cities into lush rooftop farms full of vegetables. Working with engineers and hydroponic technology, we created fully sustainable food gardens - placed across buildings in Egypt - operated by underprivileged farmers themselves. We taught the underprivileged farming techniques. All the food produced, was purchased by Knorr, giving the rooftop farmers a new sustainable source of income. We promoted this new, transformational business model through films, social media and PR. Egypt’s Largest NGO - Misr El Kheir - partnered with Knorr to scale to more buildings. Facebook joined the cause through a Hack for Good and came up with ideas to further promote and support the rooftop farms Leading media channels including CNN, endorsed and propagated the idea. Proving that doing good is good for business, shoppers preferred Knorr over other brands, and Knorr’s brand and business grew across Egypt. Most importantly, the Egyptian President signed a bill making the initiative from Knorr into a nationwide initiative. With the donations received and the support of the government and of NGOs, Egypt’s skyline will see more rooftop farms growing and sustainably benefitting its people.