Charity Needs a Stand (Waqfat Al-Jood).
Jood Eskan built its Ramadan 2025 housing appeal on 'waqfah', the Saudi habit of stopping to help others without being asked, under the line 'Charity doesn't need an ad. Charity needs a stand.'
- Brand
- Jood Eskan (Sakan Foundation)
- Agency
- Mad Tomato
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The challenge
Ramadan is peak giving season in Saudi Arabia, with more than 30 organisations chasing the same donors. Housing is a hard cause to fund because its impact is slow and abstract, and the target was SAR 900 million in 30 days.
The idea
The hero film shows the team searching for a big idea and finding it in real viral clips of Saudis helping strangers. The month ran in two phases: royal, ministerial and corporate contributions in the first ten days, then full targeting of individual donors using what testing had shown. Regional events with governors and communities, 180+ videos, mass SMS and influencers carried the message, with a live team adjusting creative against donation data.
Results
- SAR 1.84 billion raised, more than 281,000 donations and a 51.6% rise in individual donors, according to the Dubai Lynx 2026 entry
- Guinness World Records lists Jood Eskan for the most money raised for a charity housing campaign in one month: SAR 1,479,220,842, Riyadh, 26 March 2025
Case study source: Effie Awards Saudi Arabia Source ↗
