Mohammed Bin Rashid Al Maktoum Global Initiatives: The Donation Plate

Khaled AlShehhi, Tahaab Rais

The Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), a philanthropic foundation, launched a campaign in the United Arab Emirates to contribute five million meals for disadvantaged families and individuals across 20 countries.

Campaign details

Brand: The Mohammed Bin Rashid Al Maktoum Global InitiativesBrand owner: Government of United Arab EmiratesEntrant company: Government of UAE Media Office - United Arab EmiratesIdea creation: In houseMarket: Middle East & North AfricaSector: Non-profit, public sector & educationMedia channels: Online video, Social media, Word of mouth, Influencers, KOLs, Public relationsBudget: Up to 500k

Executive summary

To activate meal donations to support UAE’s 100 Million Meals Initiative, the UAE Government Media Office collaborated with influencers who were foodies and restaurant goers (a majority of...

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