KIRI How did this campaign boost the spirits of What was the reaction to the frontline workers in the depths of the crisis? campaign? The campaign was born during what we can The aim of the #BetterWhenShared initiative all agree was a very challenging time globally. was to make frontline workers, who were away In retrospect, that’s what made it even more from their loved ones during Ramadan, feel like powerful. From the brand’s perspective, Kiri has they were no less than family to every mum always been committed to giving back to our local across the region. Within hours of launching the community. When the pandemic hit, it became campaign, comments flooded in, garnering a more important than ever to bring people and total engagement of 4,192,248 and leading to communities together. So, we partnered with Red 10,000 new social media followers. To keep the Crescent to launch #BetterWhenShared, as an engagement going, we personally sent DMs to initiative that transformed social media messages every single mum who left a comment with a from mums into real Iftar boxes delivered to customised mockup of what their Iftar box looked frontline workers across the UAE. Through a social like. The most touching part though, was the media campaign, mums were encouraged to reactions we got from the frontline workers who leave comments with their heartfelt messages received the Iftar boxes. After breaking their fast of gratitude for the frontliners. These comments and having Iftars in isolation rooms for days, these were transformed into physical packaging for boxes brought back a sense of belonging to them. Iftar boxes in real-time and distributed to medical Knowing that we had made even the smallest centres, hospitals, and testing centres. All so that difference to those responsible for keeping us all the frontliners could break their fasts knowing that safe, was the most valuable result of them all. mums across the region were thinking of them. Were there any stories that stood out How did you generate the heartfelt for you throughout this project? messages from mums which adorned the Iftar boxes? Every message sent by the mums was filled with genuine support and gratitude, reminding us that We wanted to make sure it was easy for mums we were still here for each other, even if not in across the region to participate in our initiative. proximity. What stood out the most were a couple After deliberating over what platforms were most of messages that were sent in by the mums in effective, we chose to take a social first approach the form of drawings done by their children who to reach our mums. We had our awareness thanked the frontline workers in the best way driving assets also play the roles of encouraging they knew how. It was heartwarming to see how engagement. Everyone who was exposed to our some mums used this chance as an opportunity campaign videos could leave messages for the to teach their kids about acts of selflessness and frontline workers simply as comments. On YouTube, support. The idea of inspiring future generations we chose a more awareness driving approach is something that the Kiri brand always aspires that directed mums to our social channels and towards. We were all very proud to be a part of it. encouraged them to submit their messages of gratitude and support for the frontline workers. 3 DARE!