Coca-Cola Foundation: Amwaj Farah (Ripples of Happiness)

Tahaab Rais

Campaign details

Brand owner: Coca-Cola Middle East
Agency: FP7/DXB (part of McCann Worldgroup), Momentum MENA, and UM MENA
Brand: The Coca-Cola Foundation
Country: Middle East

Executive summary

This case study shows how the Coca-Cola Foundation created 'Ripples of Happiness' ('Amwaj Farah' in Arabic), the Middle East region's first collaborative, socially responsible community platform for the youth to do good for the sake of their community. It awakened and empowered teens, and showed them how to come together to understand and solve the challenges that their communities face, and create happiness not only in the lives of others but also for themselves. Coca-Cola's brand equity, community goodwill and sales increased to their highest-ever levels, eventually winning them a Gold Effie in the Effie MENA Awards 2013.