Many Moroccans are homeless, in a country with a large number of inhabitants living below the poverty line. At the same time, Morocco is home to many large companies that can be important sources of funding for NGOs.

Jood wants a powerful PR for the launch of Jood Kitchen, enabling it to achieve long-term financial stability and independence. The brief ask for a creative PR idea to be invented.

The objective is dual: on one side, to draw the attention of potential donors or recruiters of Jood cooks, especially the executives of large Moroccan companies for funding, and on the other side, to reintegrate the homeless by providing them with professional opportunities.

Name of the campaign: Stock &Change

To compete with other business opportunities and attract the attention of business leaders, you need to be where their eyes are every day.

That’s why, in partnership with Casablanca Stock Exchange, Jood Kitchen launched its own -fictive- stock market share : JOODK (JDK). An IPO that Moroccan business leaders could not miss.

A share that will be displayed on the Casablanca Stock Exchange Website among the other actions of major Moroccan groups.

The only difference : its value is not defined in money but in the number of jobs created by investment for Jood Kitchen.

A unique way for Jood to raise awareness for Jood Kitchen and its mission among Business Leaders.

Problem:

When it comes to catching business leaders' attention, NGOs are often facing hard competition against business opportunities that are way more attractive.

And especially in Morocco :

2023 in Morocco was marked by record-breaking fundraising and investments, demonstrating a positive dynamic and renewed confidence in the Moroccan economy. Fundraising reached a historic amount of 3 billion dirhams, mobilized for investment in Morocco. (Moroccan Investors Association, 2023).

Strategy:

To compete with business opportunities and attract the attention of Moroccan business leaders, you need to be where their eyes are every day.

In other words : Transform philantropy into a concrete business opportunity to catch the attention of its targets.

Targets:

Our priority targets are top Moroccan companies, CEOs, business contributors and investors.

The PR implementation is based on the reveal of -fictive- Jood Kitchen's IPO in October, days before the date of the opening of the Jood Kitchen restaurant in Casablanca.

Step 1: Announcement of the unexpected market flotation of JOODK.

The financial and economic press will be given a sneak preview,via newsletters and press releases from the Casabalanca Stock Exchange, announcing the forthcoming IPO, the first of its kind.

Step 2: Official IPO of JOODK share.

The world of finance discovers the purpose of this share. An IPO generating conversation about Jood and Jood Kitchen among Moroccan business leaders.

Step 3: Business leaders are now focusing on JOODK. Hinda Laidi, the founder of Jood, is voicing her views in the mainstream and specialized media, as well as on Moroccan television, using this bold move to invite Moroccan business leaders and investors to invest in Jood Kitchen and create jobs for the homeless.