This work is a groundbreaking example of Brand Experience & Activation, transforming traditional outdoor advertising into a powerful tool for social good. By repurposing outdoor ads into life-saving tents for Morocco's earthquake victims, brands transcended their commercial role, creating a profound and tangible impact in the lives of those in dire need.

This initiative not only redefined the utility of advertising media but also strengthened the bond between brands and communities. It showcases how brands, through activations, can actively participate in crisis response, turning their resources into solutions, thereby fostering a deeper, more humane connection with their audience.

In September 2023, Morocco was struck by its most devastating earthquake in four decades, marking a tragic milestone in the nation's recent history. The High Atlas Mountains region, known for its rural, closely-knit communities and harsh cold winter conditions, was the worst affected.

In Morocco, there is a strong cultural emphasis on community and solidarity, particularly evident in times of crisis. Disaster response is a communal effort, with all available resources mobilized to aid those affected. This cultural backdrop is crucial to understanding the profound impact of repurposing outdoor advertisements into emergency shelters.

Furthermore, the concept of repurposing materials aligns with Moroccan values of resourcefulness and sustainability. The transformation of billboards into tents resonated deeply, symbolizing resilience and community support. In this context, outdoor advertising is more than a commercial tool; it's an integral part of the urban landscape and daily life.

JOOD NGO, often more active and effective than the government in aiding the homeless, plays a crucial role. The Moroccan government, while providing social services, often lacks immediacy in its response to homelessness. In contrast, JOOD is known for its agility and customized support. Understanding the complexities of homelessness in both urban and rural Morocco, JOOD responds with purposeful, innovative solutions.

In September 2023, Morocco was struck by a devastating earthquake, the worst in four decades, heavily impacting the rural High Atlas Mountains region. This disaster left an unprecedented toll of destruction, with 79,000 homes destroyed and thousands of families suddenly homeless, facing the harsh winter without shelter. The situation was critical, with the immediate need for shelter far exceeding the limited resources provided by initial relief efforts.

The brief for JOOD NGO was both urgent and challenging: devise an immediate and sustainable solution to shelter the earthquake victims. This task required innovative thinking, as traditional methods and resources were insufficient for the scale of the crisis.

The primary objective was to quickly provide safe, warm, and durable shelter to the affected families. JOOD aimed to demonstrate that even in the most dire circumstances, effective solutions could be found through creativity and resourcefulness, embodying the resilience and community spirit of Morocco.

In response to Morocco's catastrophic earthquake, JOOD NGO, in collaboration with national and international brands, devised an ingenious solution: repurposing the country’s outdoor advertising into thousands of life-saving tents for the many families left homeless.

This innovative approach tapped into the unused potential of outdoor billboards and advertisements, which are typically made of durable, thermal, and waterproof materials. This initiative marked a significant departure from traditional disaster relief methods. Rather than depending solely on the limited supplies of conventional aid, JOOD and its brand partners sought a sustainable and immediate solution. Their goal was to transform these large, sturdy advertising materials into robust, heat-retaining tents, providing urgent shelter to those in critical need.

The partnership with brands was crucial, exemplifying a united effort that went beyond ordinary commercial goals. It represented a unique combination of creativity, sustainability, and prompt action, establishing a new standard in disaster relief and community support.

The strategy for 'Out-Of-Home' targeted multiple audiences/sectors of society: the immediate victims of the earthquake, the wider Moroccan community, and the participating brands, both national and international.

For the earthquake victims in the High Atlas Mountains, the primary focus was to provide immediate, tangible aid in the form of shelters. The approach here was direct and practical: converting outdoor advertising materials into robust, heat-retaining tents suitable for families, ensuring protection against the harsh winter.

The wider Moroccan community was engaged through awareness and solidarity efforts. By publicizing this initiative, JOOD aimed to foster a sense of national unity and communal support, encouraging more individuals and organizations to contribute resources or participate in relief efforts.

For the brands, the strategy was to present this initiative as an opportunity to demonstrate corporate social responsibility and compassion. By donating their outdoor advertising spaces, brands could visibly participate in a significant social cause.

The initiative was implemented with remarkable efficiency and speed. Within 48 hours of the earthquake, JOOD NGO, in partnership with brands, initiated the project. The implementation involved swiftly dismantling thousands of outdoor advertisements across Morocco. These billboards, typically located in high-visibility urban areas, were repurposed into sturdy, heat-retaining tents.

The timeline was critical. With winter approaching and thousands left homeless, rapid action was essential. The operation spanned several weeks, ensuring continuous delivery of shelters to the affected areas.

Placement of the repurposed tents was focused primarily in the hardest-hit rural regions of the High Atlas Mountains, where the need for shelter was most acute.

In terms of scale, the project reached an impressive magnitude. Thousands of billboards were donated and transformed, providing shelter to a significant number of families in dire need.

The initiative transcends traditional disaster relief methods and showcases the potential of creative, collaborative problem-solving in crisis situations.

The initiative yielded impactful results, far beyond traditional metrics of business success:

Humanitarian Impact: The project provided shelter to over 400 families, a significant achievement in the face of such a disaster. A total of 1,219+ tents were set up, offering warmth and safety to those who had lost their homes.

Collaborative Success: The initiative saw the participation of 65+ national and international brands, reflecting a high level of corporate engagement and responsibility.

Community Response: The initiative generated a strong positive response from the local and global community. It heightened consumer awareness about the potential for businesses to contribute meaningfully in crisis situations.

Behavioral Change: The project inspired a shift in how corporations can respond to emergencies, setting a precedent for using commercial resources for humanitarian aid.

The PR value of the campaign was estimated at 1.07M dollars.

30K+ Mentions, 28M+ Impressions, 5M+ Total Reach.

stc, Saudi Arabia's leading telecom brand, holds a significant presence in the local market. It is deeply connected to the Saudi Arabian culture, understanding the unique needs and values of its consumers.

In the local market, stc goes beyond being a telecom provider; it represents technological advancement and connectivity, serving as a bridge that connects diverse communities in a vast country. The brand's role extends to enriching the lives of its customers, aligning with the cultural emphasis on family, community, and progress.

stc's initiatives, such as 'In-Flight Therapy,' resonate with the local market's values and aspirations. They position stc as a brand that not only provides connectivity but also genuinely cares about the well-being and experiences of its customers within the Saudi Arabian context, fostering a strong and meaningful connection with the local audience.