Mastercard told a story about how the firm helped people in the UAE deliver meals (starting from a mall in Dubai) to underprivileged and displaced children across the Middle East.
The crisis in the Middle East has led to many displaced families along with many more underprivileged children. And delivery of food to these areas faces many obstacles andchallenges.People want to help, but sometimes the gulf between those who have and those who need is too wide, leading to people feeling unable to help the many displaced families and the many children who are left in dire circumstances.MasterCard wanted to help people feel like they could actually help too.
So, MasterCard Priceless Causes partnered with Salma, an innovation in food relief, that sources high-quality and securely-packaged food.
Working with agency FP7 McCann, Dubai, the brand dset up an interactive wall in the Dubai Mall, creating an immersive experience where they helped people feel as well as see the direct impact of their contributions.
All they had to do was buy a meal for AED 10 and metaphorically deliver it to the children through the interactive wall.
The experience saw people get surprised, emotional and feel more for the cause, hence, give more to the cause.
