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 PR strategy was rooted in the insight that impactful storytelling can drive awareness and support for humanitarian efforts. The key message centered on innovation in crisis response: transforming outdoor advertising into thousands of life-saving tents for earthquake victims.

The target audience was broad, encompassing not only the local Moroccan community but also a global audience. This included individuals sympathetic to humanitarian causes, organizations involved in disaster relief, and the media, both local and international.

The assets involved capturing the entire process of billboard transformation, from dismantling to tent construction and deployment in affected areas. These assets included compelling images and videos that illustrated the project's scale and impact.

Distribution was multi-channel, leveraging social media for widespread reach, along with targeted press releases to news outlets and humanitarian blogs. This strategic dissemination aimed to amplify the campaign's visibility, engage a diverse audience, and highlight the innovative approach to emergency aid.

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.