UAE Government Media Office: The warm winter livestream

The UAE Government Media Office, the government organisation, helped those across the world who were struggling during winter in the UAE.

Campaign Summary

In the winter of 2021/2022, we triggered donations from people across the UAE and the Middle East, towards those facing a harsh, cold, COVID-19 affected winter - by gamifying fundraising through a challenging live experience that was taken on by a leading gaming influencer and YouTube content creator, and streamed as the longest livestream on social media.

The interactions drove a direct response in the form of live donations, that were displayed to incentivize more donations.

We broke world records for engagement and achieved the target in considerably fewer days than intended.

Campaign Goals

The campaign would seek...

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