The concept began by examining the mechanism of the campaign: each song downloaded would feed 2 people. This link between action and result led us to the concept of LISTEN HELP. By associating the music with the food that would be provided we developed the side by side concept that became a main theme throughout the design. We implemented the theme to present the problem and solution side by side.

The outcome amounted to regional media coverage worth upwards of $15,000 across various channels including television, radio, social media and online news sources such as CNN, The National and Gulf Today, among others. In addition to media attention, through song downloads and donations, we succeeded in raising funds sufficient to feed 50,000 people in the Horn of Africa.