Oasis Water for Africa
Backgound: : A CSR campaign by Oasis Water Co to raise funds to build wells in African villages to provide clean drinking water

 

PR Tactics: Agency positioned it primarily as a water conservation awareness programme with the objective of raising funds to help African villagers suffering because of lack of clean water

Launched the programme in conjunction with World Water Day

Conducted awareness programme on water conservation in over 40 schools in the UAE through painting competitions on the theme of water conservation

Social media campaign involved creation of a micro-site on OWFA; daily twitter on water conservation tips and school programmes; an active Facebook fan page encouraging consumers to contribute to the campaign and YouTube videos of school activities

Results: The campaign was a huge success with around 32,000 UAE students actively collecting special Oasis Water for Africa (OWFA) labels on bottles that were sold through retail outlets to generate funds for the programme
Far Eastern Private School (Sharjah), which collected 6153 labels was declared the winner
Media were invited to visit the schools and do interviews and feature stories on the student initiatives
More than USD 500,000 worth of coverage and feature stories in Friday magazine of Gulf News, coverage in Al Bayan, Al Khaleej, Khaleej Times and winning over 5,000 followers on Facebook for the campaign