UAE Government Media Office / UAE / 2022Social · PR Stunts
The Warm Winter Livestream.
Content creator AboFlah spent 12 days in a glass room in Downtown Dubai, livestreaming on YouTube to raise money for refugees under the UAE's Warm Winter initiative.
- Brand
- UAE Government Media Office
- Market
- UAE
- Region
- GCC
- Year
- 2022
The challenge
The 'World's Coolest Winter' campaign set out to raise US$10 million for refugees and people in need facing winter cold in Africa and the Arab world.
The idea
The livestream ran on YouTube with Hassan Suleiman ('AboFlah') appealing for donations from the glass room, with Mohammed Bin Rashid Al Maktoum Global Initiatives, Galaxy Racer, UNHCR and the Food Banking Regional Network as partners. Funds went on food, winter clothing and blankets.
Results
- Guinness World Records lists it as the most viewers for a charity donation livestream on YouTube, with 698,000 viewers on 18 January 2022.
- Per Guinness World Records, the campaign raised over US$11 million.
Case study source: Guinness World Records Source ↗
Awards
- Cresta Awards 2022Digital – Integrated Digital CampaignsBronze
- Cannes Lions 2022Media – A09 NOT-FOR-PROFIT / CHARITY / GOVERNMENTBronze
- Cresta Awards 2022Social – Real Time AdvertisingBronze
- Cresta Awards 2022Ambient & Experiential – ExperientialBronze
- Cresta Awards 2022Social – Influencer CampaignsBronze
Credits
- Creative agency (in-house)
- UAE Government Media Office
- Content creator
- Hassan Suleiman (AboFlah)
