| Title | Tweet for Heat |
| Agency | Bold Creative |
| Campaign | TWEET FOR HEAT |
| Advertiser | Alwaleed Philanthropies |
| Brand | Alwaleed Philanthropies |
| Date of First Broadcast/Publication | 2016 |
| Business Sector | Human Rights |
| Philosophy | So many campaigns have been tackling the Syrian refugee crisis, but none of them reflected the real living conditions the refugees endure in winter. The world was aware of their plight, but awareness alone does not save lives, and donations are still insufficient as evident in UNHCR statistics. So, to raise more awareness and encourage further donations that could keep the refugees warm in a bitter winter, we had to bring people closer to the reality of life in the camps. Alwaleed Philanthropies and UNHCR collaborated to make that happen. Creative Execution We created heat-monitoring devices and fixed them to refugee tents across camps in different countries. The devices automatically tweet personal messages from the refugees along with the temperature in the tent, three times a day. The messages then appear on Twitter at #tweetforheat and on the website www.tweetforheat.com. Through the website, users can donate to save lives and see the warmth effect of the donations, retweet refugees’ messages to spread more awareness, view the temperatures in each of the refugee camps in different countries, and watch the refugees’ stories and routines of their daily lives. Technology can save lives.Insights, Strategy and the IdeaTo amplify the refugees’ voices throughout the world in the fastest way possible, we had to bridge the distance between refugees’ living conditions and people worldwide. This called for inventing on-ground technology that could constantly transmit real living conditions through an online platform: Twitter. Through Twitter, we could convey refugees’ messages, reach an ever-growing audience, and spread awareness effectively, then direct users to a campaign-specific website to raise more donations. |
| Result | Within less than a month, total tweets increased to 38,000+; donations reached $633,000; 5,275 refugees are saved, and the warmth continues. |
| Media Type | Case Study |
| Length | |
| Production Company | Millimeter productions |
| Managing Director | Abeer Alessa |
| Executive Creative Director | Mohammad Baalbaki |
| Strategy Director | Rashad Moglbay |
| Creative technologist | Ziad Abou Rjeily |
| Operations Manager | Mahmoud Nasab |
| Art Director | Aljohara Alrasheed |
| Account Manager | Yazeed Alhayef |
| Production Manager | Fahed Awkal |
| Web Developer | Joyce Abou Rjeili |
| account planer | Shaden Almutlaq |
| Senior copywriter | Sara Nasr |
| Copywriter | Mashail Faqeeh |
| Graphic Designer | Tajammul Khan |
| Project Advisor | Mamoon Muhsen |
| Public information/Communications Officer | Mohammed Abu Asaker |
| Director | Talal Khoury |
| Executive Producer | Akram Douglas |
| Editor | Ali Chiran |