Jood is a Moroccan NGO that helps homeless people by offering access to meals and employment. However, the organization struggles with several challenges making fundraising complicated.

To become more financially self-sufficient, they will now convince companies to empower their business and community with Jood Kitchen. How do we create a PR-strategy to show our target audience that this is the best way to provide delicious meals for your employees and simultaneously contribute to a meaningful social cause?

We will surprise our target audience. On World Homeless Day (October 10th), together with a renowned Moroccan chef (see PR execution), we invite business owners, event planners, and food critics to the opening of a Michelin-worthy restaurant in Marrakech. When they arrive, they discover that this restaurant is a different kind of restaurant than they are used to. They are welcomed by the chef, along with her sous-chefs (homeless individuals) who will take care of the evening. Beautifully set folding tables are placed on the street where the homeless eat every day, and under the stars where they sleep every night.

During the dinner, the guests will experience that the homeless can prepare a wonderful meal at any location - also at your company. They are informed about the opportunities and benefits of Jood for their business, and feel up close how they can make social impact.

Homelessness is not associated with high-quality, premium food. Quite the opposite. Yet, taste and nutritional value are among the first and most important requirements people have for their food. We have high expectations, even when our food is offered by someone else such as our employer.

As a business owner or event planner, you want to satisfy your employees. Good chance you already have a caterer you're happy with. This makes it quite a big step to switch to a Jood Kitchen. That's why Jood will prove that they are more than worth it. First, we create a mental connection between homelessness and high-quality food. Second, we tap into empathy by bringing the social impact close to the target audience. By inviting food critics, we will create buzz in national media which will be followed by a social campaign to add emotion and further expand our reach.

Najat Kanaache is a Michelin-awarded chef from Morocco who grew up in poverty. She is the perfect fit for our PR-campaign to bridge these two worlds. She comes from hunger and is now a top chef, driven to help disadvantaged people achieve their dreams.

Next to preparing the dinner with the homeless on World Homeless Day (October 10th), we ask Najat to give them a cooking class. In addition, she will create menus for businesses, together with various homeless individuals. To reach even more people after the event, we will film this process for an online content campaign in which the homeless can share their stories. This way, we reassure the target audience: the menus are thoughtfully crafted by a chef. At the same time, we tap into emotion through the personal stories of the homeless.