Situation: More than 8000 Moroccans are deprived of their constitutional right of access to decent housing. Jood Kitchen help homeless people get fairness, respect and dignity back by securing their social and economic reintegration and their professional reintegration through access to housing, hygiene and employment. Organisations working to combat

homelessness in Morocco are few and far between, lacking the necessary resources and offering unsustainable solutions.

Brief: Jood Kitchen is introducing a new concept that offers delicious meals for businesses, and gives jobs for the homeless. How can we create a PR-strategy that will grab attention, stand out and clearly explain several of the benefits Jood Kitchen offers, so it can become more independent and financially self-sufficient in the long term?

Objectives: Create a PR idea that will launch the concept, build strong relationships with corporate partners and make Jood Kitchen become more independent and financially self-sufficient in the long term.

The target audience is important decision makers in businesses, who are interested in employee wellbeing and CSR initiatives. In Morocco, there is a growing awareness and commitment to corporate social responsibility. Employees prefer working in companies that support social impact, making CSR initiatives crucial for attracting and retaining talent.

The idea "Be the first, make a change" is centered on a unique competition where Jood Kitchen stands out from traditional NGOs by not requesting donations, but rather offering companies the chance to win exclusive chef services.This aligns with CSR goals, supporting 9 UN Sustainable Development Goals and promoting social responsibility. The idea involves raising awareness, sharing personal homeless stories, competition registration, announcing the winner on World Food Day, and showcasing post-competition success stories and testimonials. All the stages of the PR strategy will lead to media attention, and the idea is designed to earn attention from the target audience.

Insight: The pandemic and higher prices have driven 3.2 million Moroccans into poverty, underscoring the growing importance of CSR in businesses like Jood Kitchen, known for their quality and social impact support. Companies prioritizing CSR attract and retain talent by demonstrating their commitment to social responsibility.

Key message: Join the competition to become the first Moroccan business hosting Jood Kitchen chefs. Enhance your workplace and community with delicious meals while supporting homeless individuals, fostering a brighter future through shared meals and social responsibility.

Target audience: The target audience is important decision makers in businesses, who are interested in employee wellbeing and CSR initiatives, but also event planners. Their age is 30-55 years, both genders and they have a bachelor degree or higher.

Creation and distribution of assets: Competition page (their homepage), press releases, interviews, sending out food boxes, personal stories, collaborating with press partners and op-ed.

Our PR strategy for Jood Kitchen spans four phases in October to maximize impact and visibility:

Phase 1: Launching with a competition to have Jood Kitchen chefs at businesses, supported by distributing food boxes to showcase our mission and encourage competition entry. Press releases and media partnerships amplify awareness.

Phase 2: Generating media buzz with updates on competition registrations. Quotes from Jood Kitchen about how much commitment there has been and exceeded all expectations.

Phase 3: Announcing the winner on World Food Day 16th October to enhance relevance and media coverage.

Phase 4: Post-competition media coverage on project outcomes, an op-ed on hunger and poverty, and showcasing success stories to inspire other businesses.

The strategy's strength lies in engaging businesses through competitive participation, enhancing the dignity of homeless employees, and promoting social impact. It distinguishes Jood Kitchen with its clear, professional approach, fostering trust and attracting new collaborations.