At this year’s Dubai Lynx International Festival of Creativity, Starcom MediaVest Group (SMG) MENA will be joining forces with Adopt-a-Camp, a UAE-based social enterprise founded by Saher Sheikh, and designed to improve the lives of the men who build the beautiful cities in which we live. In effect, the organization’s objective is to reach out and help laborers’ families and diverse communities.
The collaboration is part of the Dubai Lynx International Festival of Creativity’s Future Leaders of Marketing program – which was first inaugurated in 2013 and is powered by SMG MENA.
The Future Leaders of Marketing program aims to help social enterprises to unlock the power of media – and, subsequently, boost their profiles and fundraising efforts. It brings together 20 marketing professionals working in client organizations across various industry sectors. The initiative’s mission is to shed light on the importance of creativity in brand communications and strategy as well as delve deep into market trends and the client-agency relationship.
As part of their curriculum, these young marketers will be divided into small groups and charged with developing a Corporate Social Responsibility (CSR) strategy in relation to Adopt-a-Camp. The winning recommendation will then be chosen and fully activated by SMG MENA.
Adopt-a-Camp will therefore become the official social enterprise supported by SMG MENA for an entire year.
“We hope that, through this exciting initiative, we can help nurture the next-generation of marketing leaders – and, most importantly, leverage their acquired expertise to help spearhead an important cause,” said Laura Krajecki, chief consumer officer, SMG. “Ultimately, our goal is to formalize an ultra-creative CSR plan intended to raise significant awareness of Adopt-a-Camp – an unprecedented social enterprise which sets out to enhance laborers’ quality of life.”
Adopt-a-Camp has been working with laborers for over 8 years and currently has 50 camps and 52,300+ men under its wing.