The challenge faced by Jood, the Moroccan NGO was that brands had trust issues with funding and faced donation fatigue as they didn’t directly see the complete extent of the impact they could make or hear from each of the lives they positively affected. Homeless people on the other hand felt hopeless as the majority are alone without any kind of network to support them or ask for help. The brief was to create a PR campaign for the launch and sustained impact of Jood Kitchen which is a new initiative by Moroccan NGO Jood. Working to rehabilitate the homeless into society, Jood wanted to increase awareness about Jood Kitchen, make brands adopt it and reduce fundraising challenges all while keeping the campaign pro bono.

Our creative idea was focused on creating maximum earned impact while utilising innovative ways to reduce costs. This gave rise to the pinned food network or Food Pinnet which could make Jood Kitchen Morocco’s largest restaurant chain overnight by using google maps and Jood’s volunteer and partner base to pin the location of each individual and partner as a Jood Kitchen. As a country first this would story would be interesting for both local and international media. This network would be kicked off with a surprise stunt by Ford, which is an existing partner saying that it is expanding to the restaurant business with a secret partner. The network will grow with this stunt as all Ford dealerships in Morocco get the Google pin as a Jood Kitchen and tag 3 other brands on social media to pledge to take 45 people of the streets.

The Food Pinnet network is a 3 phased strategy of awareness, action and sustaining. We worked on the insight that brands didn’t directly see the extent of the impact they made or hear directly from the homeless, whereas the homeless felt a lack of support. To address both issues, we created a community of benefit to both homeless and brands where they saw the impact made and directly interacted with the recipient. The key message of the campaign is that Jood is its people and every person is a beacon of hope for many others. The food pinnet gives people a platform of support and brands a platform to do social good. Which is why the target audience is changemakers such as C-suite in large companies and youth in SME’s who want to be a part of the change. Press releases would be directly distributed to local and global media.​

The campaign will have three stages beginning with a surprise stunt in pre launch where Ford says it will be opening a restaurant in collaboration with a secret partner and adds Jood Kitchen pins on Google map to all its dealership locations. They will ask others to follow suit and pledge to take 45 people off the street with Jood kitchen. The second stage will make Jood kitchen an overnight sensation as the largest Moroccan restaurant brand as over 6000 volunteers and 55+ partners create Jood Kitchen google pins to and share their stories in the description. The 400Euro credit from google ads will be used to amplify this network. As the largest network for social good brands would want to be associated with Jood and can apply through these pins which link to the website. Trained homeless can also find jobs. This will be between September to ​Novermber.