The main aim of this campaign was raising awareness on the importance of education in a child’s life.
As an integrated marketing agency in Dubai we conceptualized, developed and executed a simple but effective campaign, which took centre stage at Dubai Mall during Ramadan. We placed promoters at the entrance of Dubai Mall, inviting the mall goers to give them One Dirham to scratch a black and white scratch card, which turned into a fully coloured card after it was scratched. The message was simple – Your One Dirham can change a child’s life and if you want to donate more, please visit the stand inside.
The idea was very successful and we took this idea to an offline advertising campaign in Dubai to generate traffic for the Dubai Cares website and raise funds for their initiatives.
The campaign raised a record amount of funds for worldwide projects of Dubai cares and was one of the winning campaigns at the MENA Effie Awards 2013.