Personalised Billboard
Background
The campaign was part of the UAE's 1 Billion Meals Initiative, which aimed to provide food aid for the world's underprivileged and undernourished during Ramadan. Over 560 special plates were auctioned off, raising an impressive AED 164 million ($43.8 million) for humanitarian causes.
Idea
To amplify the impact and allow everyday citizens to contribute, the campaign involved creating thousands of unique number plates. These plates were used to encourage the public to support the initiative and become philanthropists in their own right.
Execution
The campaign utilized car plates in parking lots across the country by partially covering them with adhesive stickers. These stickers were designed to obscure part of the plate, leaving only a few numbers visible alongside a powerful message. This highlighted how even the smallest donations could make a significant difference.
Outcome
One notable achievement of the campaign was its ability to collect over 420 million meals in just three weeks, demonstrating its impact and reach, and helped raise awareness and encourage participation on a global scale.
The campaign was highly regarded for its humanitarian efforts. The 1 Billion Meals initiative built on the success of previous campaigns, such as the "100 Million Meals" campaign, and was recognized as one of the largest food donation drives in the region, reflecting the UAE's commitment to combating hunger and supporting global humanitarian causes.