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M&M Awards Winners

M&M Global Award: CSR

The winner in this category will be the campaign that has created standout through a clearly targeted, brilliantly conceived and superbly executed media strategy to support a corporate responsibility initiative.

Sponsored by:

Campaign: Philadelphia - Spread some inspiration

Entering Company: Starcom Dubai

Philadelphia ‘Spread some inspiration’ campaign was designed to create a space to celebrate the unreported philanthropy and under-appreciated social contributions of some amazing women in a society where representation of women can still be taboo.

The brand recognised that Middle Eastern women are performing some extraordinary charitable acts and set out to bring these heroines to the forefront of society. The campaign managed to achieve this through establishing the domain phillyarabia.com, forming partnerships with a trio of women’s magazines and culminating in an award ceremony.

The new website allowed the brand to build a forum of inspirational stories and by integrating Facebook this gave candidates the scope to express themselves.

Philadelphia also teamed up with the three popular Ahlan! magazine titles, which encouraged women to share their stories. A public event was held to conclude the campaign where winners were handed funs to continue and to expand their work.

Although the campaign ran for less than a month the results were extraordinary. Over 21,000 people visited the site and the news stories that were written about the inspirational women had a public relations value of $969,000, which were shared widely across Facebook and Twitter.

Judges comments:

This was a fiercely debated category

Watch the campaign video: