2022 Winners & Shortlists

Why is this work relevant for Direct?

In the winter of 2021/2022, we triggered donations from people across the UAE and the Middle East, towards those facing a harsh, cold, COVID-19 affected winter - by gamifying fundraising through a challenging live experience that was taken on by a leading gaming influencer and YouTube content creator, and streamed as the longest livestream on social media. The interactions drove a direct response in the form of live donations, that were displayed to incentivize more donations.

Background

Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI) is a foundation that was established by the UAE Government to improve the world through humanitarian, developmental and community work. It seeks to identify problems and challenges faced by the underserved and underprivileged areas of our world. In the winter of 2021/2022, with underprivileged areas globally facing a harsh COVID-19 winter, MBRGI wanted to launch a humanitarian fundraising campaign calling on everyone to help vulnerable people get through the winter. The campaign would seek to support hundreds of thousands of refugees and families in need in Africa and the Arab world. And it aimed to raise over US$10 million (AED 36.65 million) to provide food, winter clothing, blankets, mattresses, and critical aid to help displaced men, women and children prepare for harsh winter conditions.

Describe the creative idea (30% of vote)

“The Warm Winter Livestream”: We partnered with gaming influencer and content creator, the YouTube star Hassan Suleiman "AboFlah", who announced to his 22.7 million followers and the wider public across the Middle East that he would live in a glass box, right opposite the world’s tallest building – Burj Khalifa - starting on January 7 to raise $10 million in aid for refugees in the region. He vowed to remain inside the glass box, located alongside Burj Khalifa, until the money was raised. He would eat, sleep, rest and stay in that box. To unlock him from the box, just as in any game, people had to achieve the goal of $10 million. All experiences inside the glass box were documented live via a livestream on YouTube, as AboFlah encouraged people across the region to contribute whatever they could to help bring warmth to those suffering a cold, harsh winter.

Describe the strategy (20% of vote)

The role of society depends on everyone’s participation, and belief in the importance of high human values and solidarity to support those less fortunate. We each have a role to play, and can make a positive impact. The UAE is no stranger to good deeds and humanitarian work that the region and world desperately need. Now, warmth in winter for those facing harsh winter conditions is no less important than food and water. There are millions of refugees and displaced people who need all the support they can get. And we wanted to get someone with real influence to participate, excite and incentivize everyone to contribute, and bring warmth to the lives of those who are deprived of it. Now, most social media influencers aren’t seen to be genuine. But when they are authentic, they create real influence. We partnered with a gaming influencer and influenced donations through live gamification.

Describe the execution (20% of vote)

Abo Flah’s gamified livestream caught everyone’s attention. TV news and media channels were engaged and shared live updates, amplifying the livestream’s reach. Press coverage, locally and regionally, drove popularity. Popular media platforms celebrated the livestream and enhanced coverage. Movie stars and media celebrities were invited, and they showed up with friends and family to show support and donate to the initiative too. And the livestream trended across social media, becoming the talk of the UAE and of the region. Enabling people to connect live with Abo Flah, we saw people across ages and nationalities dial in and encourage him on. We also saw children from beneficiary refugee camps dial in and support As donations grew from 1 million to 2 million to 3 million to 4 million and beyond, we noticed beautiful moments such as children from Malawi donating $136. Seeding on gaming sites spread the word with gamers too.

List the results (30% of vote)

The livestream became the most re-shared content from the UAE in recent history, and the most impactful one too. Along the way, AboFlah recorded 268 hours, 14 minutes and 20 seconds of live streaming during 12 days. Peak livestream viewers: 698,000. Total livestream viewers: 163 million. Guinness World Record #1: Most viewers for a charity donation livestream on YouTube. Guinness World Record #2: Longest video livestream. UGC: 28,150. Engagement: 121.1 million. Earned Media Value: $10.7 million. Total Number of Donors: 155,065. Total Donations: $11,053,174 vs. the target of $10 million in just 12 days! Total Families Benefitted: 110,531, across 120 countries.