Creative Director, Content Writer, Senior Copywriter
at
Free
Dubai, United Arab Emirates
| Title | Smile card |
| Agency | GMASCO |
| Campaign | The Ramadan Scratch & Smile Cards |
| Advertiser | Operation Smile Inc. |
| Brand | Operation Smile |
| Date of First Broadcast/Publication | 2018 / 1 |
| Business Sector | Public Safety, Health & Hygiene |
| Story | Every three minutes across the world, a child is born with a cleft condition, some fatal. Operation Smile (an NGO) has always dedicated itself to the cause of raising funds towards their treatment. This Ramadan, the agency on behalf of Dubai Festival City, partnered with Operation Smile with the objective of getting its corporate clients to donate towards this noble cause. |
| Philosophy | We simply reversed the entire process of a Scratch & Win Card with a ‘Scratch & Smile Card’! Instead of winning a prize upon spending, we got our clients to give: by playing the role of a benefactor. The interactive scratch card mechanism helped us demonstrate how they had the power to ‘unlock’ the smile of a child born with a cleft condition with just a dirham and be the enablers of positive change. |
| Problem | Every three minutes across the world, a child is born with a cleft condition, some fatal. |
| Result | Out of nearly 400 cards sent out to our select corporate clients, donations collected were nearly AED 30,000 during the Ramadan month. At AED 880 being the cost for a single operation, it enabled us to put a smile back on the faces of 35 children = that’s one smiling child every day over 1 month! |
| Media Type | Case Study |
| Length | |
| Market | United Arab Emirates |
| Associate Creative Director | Cherry Koshy |
| Copywriter | Cherry Koshy |
| Art Director | Cesar Bautista |
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