CASE STUDY MOBILISING MUMS In the depths of the pandemic, frontliners across the UAE sacrificed their lives to save others. And, as Muslims entered Ramadan, a month of fast, prayer and reflection, many of those on the frontline found themselves away from their families and the sense of community so linked to the religion’s most sacred month of the year. Recognising this loss, Havas Dubai and cheese brand Kiri set off on a region-wide crusade to reinstate this sense of community for the brave people caring for others during the darkest days of COVID-19. Social initiative #BetterWhenShared called out for heartfelt messages of support from mothers across the UAE and paired them with Iftar boxes, which were delivered to frontliners to break their fasts. Here, Havas Dubai’s Anshuman Bhattacharya, Associate Creative Director, and Maha Tohamy, Account Manager, tell Dare! about the campaign and why it was so important for a brand like Kiri to take action at this particular moment in history. 2 EPOH