Red Crescent


Red Crescent

Brief: Ramadan being the most important campaign for Emirates Red Crescent, the challenge was to ensure headline coverage to boost its fundraising drive throughout the 30 days of the holy month. Solution: Empowered by integrated pr strategic plan that aimed to trigger emotion and win public support across digital and traditional platforms, we rolled out a massive campaign by leveraging strong media relations in print, broadcast and digital media. Daily updates on ERC work in Syria and other humanitarian project updates enabled inspired reportage and coverage leading to widespread awareness and collection of donation. A record-breaking fundraising target was achieved on the back of the most talked about Ramadan theme – ERC work across the region.


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