Situation: A Moroccan NGO called Jood was founded in 2015 with the goal of tackling homelessness through efforts of social and economic reintegration. Regardless of their attempts, they have issues raising money because of the fierce rivalry and limited funds. Their newest project, Jood Kitchen, provides tasty food while giving the homeless occupations.

Brief: Our task is to create a campaign to attract business funding for Jood Kitchen. The goal is to raise awareness of the NGO, maintain its financial stability and free it from the burden of fundraising so that they can concentrate on their primary mission of serving the homeless.

Objectives:

1. Raise awareness about Jood Kitchen

2. Attract corporate partners and event planners

3. Highlight the social impact of supporting Jood Kitchen

The name we came up for this campaign is "You Don't Have to Be an Alien, to Make a Difference". The visual metaphor with an alien theme, symbolizes Jood Kitchen’s efforts through accessible means to help homeless people. The alien plate design creates an engaging and memorable experience, emphasizing that supporting Jood Kitchen is a simple and impactful action. This intends to attract corporate decision-makers that respect creative CSR projects by mixing amusing, visually appealing pictures with a strong social message.

Insight: Companies in Morocco prioritize CSR initiatives. According to Research study, 53% of workers feel more productive with free food. Jood Kitchen’s actions offering companies a dual benefit: providing high-quality meals for employees while supporting homeless individuals.

Key message: Empower your business and community with Jood Kitchen. Provide delicious meals while supporting homeless individuals in Morocco.

Target audience: Corporate companies and businesses in Morocco, event planners, and coordinators, focusing on urban centres such as Casablanca, Rabat, Marrakech, and Tangier.

Creation and Distribution of Assets: Creation of CSR packages, social media content and events with alien themes. Utilized pre-existing media relationships to secure publicity and planned a launch event.

Implementation:

The campaign launch will feature an "Alien Chef Day" event that will include alien-themed food establishments and a virtual reality display highlighting the influence of Jood Kitchen.

• Email Marketing: Provide all information about Jood Kitchen benefits (CSR, media exposure, acknowledgment on digital channels).

• Social Media: Supporting material (general information, homelessness, employees statistics related to food, supporters) Instagram,LinkedIn,Facebook,X

• Testimonials: Personal Stories and businesses benefits

• Exposure to Media

• OOH: Busy streets in Casablanca, Rabat, Marrakech and Tangier.

• Events: Themed and dinners at the restaurant

• Google & META Ads

Timeline:

• Pre-campaign planning: July-August

• Asset creation: September

• Campaign launch: October 10, World Homeless Day

• Ongoing engagement: November-December

Scale: In order to maximize reach and effect, the campaign will focus on Morocco's major urban centres and involve medium-sized to large-sized organizations and event planners. It will also receive substantial media coverage and social media engagement.