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 BarakaBrand owner: Beit Al BarakaAgencies: FP7 McCann Beirut, FP7 McCann DubaiMarket: LebanonIndustries: Charities & voluntary organisationsMedia channels: Online video, Social mediaBudget: 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.

But with Lebanon's economy deteriorating, 30% of its inhabitants live in poverty and many adults are unable to take care of elderly parents. This means...

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