JOOD is a Moroccan NGO that wants to help and reintegrate homeless people into society. Finding continuous funding for their cause is an issue, which is why they decided to launch JOOD Kitchen. A chain of corporate restaurants to generate a steady stream of income, while also providing job opportunities for the homeless.

Our brief was to come up with a PR strategy that would convince decision-makers in companies to partner up with JOOD Kitchen. No significant budget for this idea was available, which is why it was recommended to use the available free media space in an original way. So the objectives were the following:

- stand out to the target audience

- illustrate the added value of JOOD Kitchen, both for society and the companies investing in JOOD Kitchen

- generate awareness

The goal is simple: we want to get JOOD a job. That’s why we decided to launch a large-scale job application. We did this targeting the decision-makers directly. By turning our available free media space into Job ADplications, we get our key message across: #getjoodajob. By directly speaking to the decision-makers (using their names on the billboards), we get their attention. Using different images of people from the JOOD community, we share the faces behind the project. We also decided to add a striking activation to this idea: we let homeless people hand out lunch to employees and decision-makers of the companies we want to work for. These lunches are provided with a resume and cover letter, directly targeting the HR managers of the companies. Of course, we also shared our message online, promoting the hashtag #getjoodajob through LinkedIn and Instagram.

The briefing was multi-faceted, asking for multiple focus points and objectives. But to reach our goal, only one thing was needed: getting JOOD a job. Because by getting JOOD a job, we could get thousands of homeless Morrocans a job and with that: a new chance in society. The target audience needed to be reached directly, as we know they show increasing interest in the subject of CSR - but are often overwhelmed by the projects that reach out for funding.

The creation and distribution of assets was a mixture of well-curated assets using the available free media and a striking activation. Also, we continued to spread our message online - including society to help out as well. With the #getjoodajob, we created a movement that spread awareness about the social impact of JOOD Kitchen.

By using the media and press partnerships, we want to spread awareness about the project and the need for action. By combining out-of-home ads and a social campaign, we want to reach both our target audience and the general public to also implement a bottom-up strategy. The idea flourishes on the local element and direct targeting, which is why the scale will be noticeable through every targeted urban centre. The campaign is set to launch in October, spreading over multiple weeks of communication. Of course, once the pilot has been proven successful, the strategy can be implemented in other cities across Morocco.