Studies show that 30,000 Jordanian families live in poverty and hunger, 80% of them are children and orphans. The visibility of these underprivileged Jordanian families’ remains very low, as most conversations in the media focus on the refugees and leave poverty stricken Jordanians in the dark.

Our aim is to assist Tkiyet Um Ali (NGO) in spreading their message by creating awareness about the situation of the underprivileged Jordanian families, by creating a long term sustainable value through our products.

This is where Samsung comes in, in its partnership with Tikeyet Um Ali it was able to educate and induce much needed action from the Target Audience. Driven by the notion “We want to bring the power of VR technology directly to the people”. Samsung built an entire VR ecosystem that pushes beyond the frame of entertainment and empowers people to develop unforgettable, inspiring, and immersive stories.

The NGO we partnered with has many donation stations spread across Jordan - that work as a channel to collect donations. These stations were not doing the optimum. Our idea was to create measurable and positive behavior change for our audiences using technology. The power of VR as an empathy machine.

The first location where we decided to pilot the VR experience was in one of the most prestigious malls in Amman - City Mall - with the aim of disrupting the status quo of wealthy Jordanians. Creating a shocking factor the mall visitors didn’t expect to experience. We re-branded the current donation station to reflect the humble house of Um Karim, once the user puts on the VR headset he or she is transported to Um Karim's home and witnesses her daily struggle as she makes ends meet as much as she can.

The first location where we decided to pilot the VR experience was in one of the most prestigious malls in Amman - City Mall - with the aim of disrupting the status quo of wealthy Jordanians. Creating a shocking factor the mall visitors didn’t expect to experience. We rebranded the current donation station to reflect the humble house of Um Karim, the user will be transported to Um Karim's home and witnesses her daily struggle as she makes ends meet as much as she can.

Digital also played a part in creating awareness for the campaign, hype and buzz about our VR experience was needed. The aim is:

•Drive traffic to the booth, by informing people that there is a Samsung VR at City Mall, leveraging on the high demand of Samsung's brand.

•Local Influencers: to talk about the campaign, as to utilize their fan base and provide further exposure.