USING CREATIVITY TO RAISE FUNDS AND FOOD FOR HUMANITARIAN OPERATIONS

When a natural disaster occurs, a war breaks out or a catastrophe of any kind emerges, providing immediate assistance to those that are in need is imperative. It is in these disasters, whether man made or not that people from around the globe unite together to help fellow human beings. As the war in Gaza intensified in early January, the international community unleashed their support, donating money, food and medicine to relief agencies working in Palestine.

Initially the December / January War in Gaza unearthed mixed opinions. Firstly, many viewed the conflict as political and thus did not want to get involved and donate funds or items. Secondly, with thousands of people out of work due to the financial crisis and slowdown of the world economy, giving money to charity was not high on many people’s lists. The humanitarian crisis couldn’t have come at a worse time.

Yet, as images of wounded children and reports of food shortages hit the headlines, individuals and companies across the UAE began to launch aid appeals to raise funds for the humanitarian crisis that was unfolding in Palestine.

As a PR agency that offers CSR services to its clients, O2 met with the United Nations World Food Programme in Dubai in the first week of January to discuss innovative ways companies could get involved. The issues discussed included; how companies can use their services and products to make a difference instead of making corporate donations and how O2 could help spread the word about the WFP ‘Operational Lifeline Gaza campaign.’

As part of its contribution, O2 used the resources of all of its departments, O2MC, O2PR and O2i to offer several services free of charge to the WFP. O2PR kicked off the campaign by devising an email campaign that was sent to all clients, customers and contacts. The email campaign encouraged companies to download a web banner, designed by O2interactive and place it on their website. The web banner had the WFP logo and an urgent appeal for donations to feed the people of Gaza. Companies were also given the direct link of the WFP Gaza Online donation page so that individuals and corporations could go directly to the WFP site and make an online contribution. How successful has this been? Well, we will know soon. The WFP headquarters in Rome will soon be releasing the amount donated by people and companies in the UAE. In addition to the email campaign, O2MC designed and printed 100 FEED GAZA T-shirts which are now on sale for AED 50.00. All proceeds go to the WFP ‘Operational Lifeline Gaza campaign. Last but not least O2MC created an ad for the WFP that will appear in the next week in Al Bayan, Emarat Al Youm and Business 24/7.

The war may be over but people are still suffering. The WFP is still trying to feed the thousands of people who still have no access to food. If you can help, please make an online donation at www.wfp.org  Alternatively, brain storm with your colleagues and managers and have a think about how your company could use its services, skills and products to make a difference to those who are still suffering in Gaza.

For more information on the WFP Gaza Appeal or to discuss a CSR strategy for your company for 2009, please email Michelle Johns michelle.j@o2pr.net