The Big Heart Foundation (TBHF), a UAE-based global humanitarian charity dedicated to helping refugees and people in need worldwide, has handed DDB its 2021 creative scope following a pitch.
Commenting on the new partnership, Hubert Boulos, DDB Middle East CEO, said “We are honored by the selection and have always had a soft spot for NGOs and causes. In a world where we try to
uncover a brand’s purpose, it comes naturally to TBHF – their purpose, efforts, and impact are well recognized throughout the region and felt by many”.
The fundraising activities under the ‘Let’s Lessen the Gap’ campaign, are part of a comprehensive long-term program that TBHF has launched in partnership with four leading UN agencies, namely, UNHCR, UNDP, WHO, and UNICEF. The aim is to address humanitarian development challenges exacerbated by the Covid-19 pandemic amongst vulnerable populations in the MENA region.
The campaign creative lends itself to addressing these challenges by highlighting the divide between people – those who live in a world with solutions, and those without solutions. A divide that becomes
bigger over time. That is what the clarion call of ‘Let’s Lessen the Gap’ aims to achieve – to lessen the gap and eventually, close it.
Mariam Al Hammadi, Director of The Big Heart Foundation, noted: “DDB Dubai’s passion for a good cause was clearly reflected in a well-rounded pitch, which we chose based on their distinctive understanding and perception of TBHF’s humanitarian approach. The team is presenting a vision of acumen and inclusivity to drive TBHF's post-Covid response program which is seeking to enable displaced and below-poverty-line populations in the MENA region long-term access to the vital sectors of protection, livelihoods, healthcare, and education. For charitable institutions, creative agencies do the crucial work of amplifying their voices, take important messages to the masses, and activate their contributions to vital causes like the ones we champion at TBHF. We thoroughly enjoyed sharing our journey of taking ‘Let’s Lessen the Gap’ to the world with DDB Dubai and look forward to collaborating with them again.”
To know more about how you can get involved and make your contribution, visit www.lessenthegap.org
