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HomeCase Studies › Xerox Emirates “Make a Difference” Corporate Social Responsibility Campaign August 2012

Xerox Emirates “Make a Difference” Corporate Social Responsibility Campaign August 2012

  • What was the client’s problematic?
    • XEM wanted to do something different & more engaging than donate money, for Ramadan.
  • The challenges
    • Find a creative campaign idea
    • Find an idea differentiating enough to give XEM a voice of its own and stand out in the profusion of CSR initiatives launched during Ramadan
  • Our strategy
    • Active PR suggested that instead of donating money, XEM could donate time to support a charity, by allowing staff to dedicate a few working hours to support a cause they believed in and that tied strongly to the company’s values
    • Active PR looked around, did some research and selected 5 charities including XEM’s final choice Make-A-Wish Foundation – a non-profit organization that grants wishes to children diagnosed with life-threatening conditions like leukemia or cancer.
    • Make-A-Wish made these children’s wishes come true with the backing of XEM
  • Why Make-A-Wish for Xerox Emirates?
    • US-based organization with a regional presence through its GCC offices was coherent with Xerox Emirates, as the regional office of the US-based corporate Xerox.
    • The region has specific life-threatening diseases affecting millions of children like Thalassemia, which is relatively unknown locally as well as internationally. This campaign would offer a unique opportunity to raise awareness of the disease and help prevent it while making affected children happy.
    • Make-A-Wish is as unique an organization as each of the individual children they help. Additionally, the established reputation of the foundation promised to constitute a fantastic platform for XEM to transmit the company’s values and maximize visibility towards target-audiences.
  • Key results
    • Over 40 pieces of coverage achieved within the month in national/regional dailies, both English & Arabic, print/online & leading trade publications like: Gulf News, Khaleej Times, Al Khaleej, Al Bayan, Gulf Today, Go Dubai, AMEInfo, Al Bawaba, Zawya, ME Printer, Xpress and more.
    • Strong brand awareness & recognition, local visibility, employee engagement & commitment, strengthening of social media community
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