The Mohammed Bin Rashid Al Maktoum Global Initiatives: The world’s tallest donation box

A campaign by The Mohammed Bin Rashid Al Maktoum Global Initiatives, a charitable organisation, increased donations in the UAE by displaying graphics on the tallest building in the world.

Campaign details

Brand: The Mohammed Bin Rashid Al Maktoum Global InitiativesBrand owner: The Mohammed Bin Rashid Al Maktoum Global InitiativesEntrant company: MullenLowe MENA, DubaiPR: markettiers4dc, LondonMarket: United Arab EmiratesSector: Charities & voluntary organisationsMedia channels: Online video, Radio & audio, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: No budget

Executive summary

In the midst of the COVID-19 pandemic when millions were losing their jobs, those that needed our help most were forgotten and left to suffer. As charitable donations plummeted on globally, the...

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