Rosa Bullock, Founder and PR Guru
McDonald’s Children’s Charity Book campaign is close to Rosa’s heart. McDonald’s UAE published a collection of illustrated children’s books that were priced at five dirhams a pop. With all proceeds donated to a local charity – the books were based on quirky themes like animal welfare, sustainability, and long-distance living.
Sabrina Moutarde, Marketing Director and Digital Enthusiast
With a passion for supporting members of the startup community, Sarbina’s vote goes to Fruitful Day’s Ramadan initiatives. The fruit box delivery company has catered fresh fruit to the city’s blue collar workers and has also distributed a whopping 2500 apples to Ramadan fridges all over Dubai.
Rabab Hussain, PR Director and Wizard of Comms
The Ramadan Fridge is Rabab’s favorite. The initiative has been gaining major traction over the years and revolves around these fridges being a modern oasis during Ramadan. Strangers are welcome to stock them up with leftovers, cooked dishes, kitchen staples, or water. The fridges feed an estimated 100 people a day, welcoming those in need like blue collar workers.
Tazeen Jafri, PR Executive and Storyscaper
The Hello Happiness Phone Booth by Coca Cola is Tazeen’s favorite. The award-winning campaign saw Coca Cola install a phone booth in Dubai that accepted bottle caps instead of money, letting blue collar workers make three-minute international phone calls. Dubai witnesses the arrival of thousands of South Asian workers every day, and keeping in touch with their families back home can be unreasonably expensive given their low wages and lack of access to Skype.
Nichole Miranda, Account Executive and Grass-Fed Copywriter
The Filling In The Blues campaign is Nichole’s favorite. Organized by a homegrown Pakistani soul food kitchen, Moti Roti, the initiative was recently discontinued. The concept gathered F&B brands from all over the UAE and witnessed them distributing piping hot fresh meals and refreshing drinks to blue collar workers.
SOCIATE is hosting its own Ramadan initiative this season. We will be offering a handpicked NGO complimentary communications support with its public relations, marketing, events, or design. To stay tuned on our campaign, keep your eyes glued to our Instagram page 🙂