Cherry Koshy
Creative Director, Content Writer, Copywriter at Al-Futtaim Health
Dubai, Emirati Arabi
TitoloSmile card
Agenzia
Campagna The Ramadan Scratch & Smile Cards
Cliente Operation Smile Inc.
Marca Operation Smile
Data di Prima Diffusione/Publicazione 2018 / 1
Settore Pubblica sicurezza, salute, igiene
Trama Every three minutes across the world, a child is born with a cleft condition, some fatal. Operation Smile (an NGO) has always dedicated itself to the cause of raising funds towards their treatment. This Ramadan, the agency on behalf of Dubai Festival City, partnered with Operation Smile with the objective of getting its corporate clients to donate towards this noble cause.
Filosofia We simply reversed the entire process of a Scratch & Win Card with a ‘Scratch & Smile Card’! Instead of winning a prize upon spending, we got our clients to give: by playing the role of a benefactor. The interactive scratch card mechanism helped us demonstrate how they had the power to ‘unlock’ the smile of a child born with a cleft condition with just a dirham and be the enablers of positive change.
Problema Every three minutes across the world, a child is born with a cleft condition, some fatal.
Risultato Out of nearly 400 cards sent out to our select corporate clients, donations collected were nearly AED 30,000 during the Ramadan month. At AED 880 being the cost for a single operation, it enabled us to put a smile back on the faces of 35 children = that’s one smiling child every day over 1 month!
Tipo di Media Case Study
Lunghezza
Market Emirati Arabi
Associate Creative Director
Copywriter
Art Director

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