Beit Al Baraka: The Dignity Card

Lebanese NGO Beit Al Baraka launched an innovative payment card to help underprivileged elderly in a way that would empower them and preserve their dignity.

Campaign details

Brand: Beit Al Baraka Brand owner: Beit Al Baraka Agencies: FP7 McCann Beirut, FP7 McCann Dubai Market: Lebanon Industries: Charities & voluntary organisations Media channels: Online video, Social media Budget: Up to 500k

Executive summary

'Plant trees under whose shade you won't ever sit.' Thus goes the famous saying about giving selflessly. Retired senior citizens in Lebanon once upon a time contributed to its golden era.

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