Jood Kitchen’s mission is to help homeless individuals off the streets in a way that gives them respect and dignity by securing their economic and social reintegration via employment opportunities. However, it faces significant fundraising challenges, including competition for limited funds, donor fatigue, economic conditions, trust issues, and limited resources. These challenges hinder its ability to focus on its core mission of supporting homeless individuals through skill development and employment.

The brief for this proposal is to develop a creative, integrated PR strategy and campaign to help Jood Kitchen launch its social enterprise concept, and work with corporate partners to secure professional reintegration and employment for trained individuals within employee canteens of businesses in Morocco. Ultimately, we want to set Jood Kitchen up for financial sustainability and autonomy in the long-term, allowing it to continue and expand its efforts in helping homeless individuals transition off the streets.

When individuals become homeless, we believe that life has only hit pause for them. And in fact, they continue to build up experience and skills that only adds - not subtracts - to their life resumes. Our creative idea ‘Life Resume, Resume Life’ hopes to help these homeless job seekers turn their life around by spotlighting their incredible life resumes - which happen to include homelessness - and allowing that to become the way in which they can resume life. From homeless individuals to bright prospects, we want hiring managers and corporations to pay attention to this group of jobseekers who can indeed make an impact with their life resumes - and play their part in helping these individuals resume life.

Every organisation who is looking for someone to serve up delicious, reliable and high-quality fare for their employees can find it at Jood Kitchen.

Our insight is simple: every organisation wants to hire great employees. Great can mean different traits for different companies - but homelessness would never be an attribute that hiring managers look out for. But what if we could turn homelessness into a strength that deserves a place on any resume?

People who are homeless are often perceived negatively as lazy, skill-less and dangerous. Truth is, this is just part of their life resume that in fact adds value, especially for chefs. Chefs who were once homeless will understand better than anyone the profound importance of food and eating well. By reframing the negative label of "homelessness" to a capacity for resilience and potential, our strategy will reinforce Jood Kitchen’s vision of delivering great food with a meaningful cause, and empowering the personal stories of those at Jood Kitchen through reimagining the hiring journey across earned, owned and paid tactics.

1. #MyLifeResume - Partner with LinkedIn to launch the #MyLifeResume banner and toolkit on World Homeless Day. Formerly homeless individuals in Morocco share success stories on a platform that typically hides failures. Create LinkedIn profiles for Jood Kitchen jobseekers to increase visibility to hiring managers. Media amplification through press releases and interviews to spark conversations on how homeless individuals can contribute to their workplaces.

2. Life Resumes Now - In November, launch videos of Jood Kitchen jobseekers sharing how homelessness enriched their skills. Promoted as LinkedIn ads, the videos call on hiring managers to invite these chefs for ‘interviews’. Media previews and interviews will amplify their stories, generating buzz and support among employees.

3. Food For Hire - Starting in December, a roving food truck will serve free meals at offices as part of the ‘interview’ process. We will partner with a media house for the launch for PR amplification.