Outlined in a series of light-hearted online vignettes, a Just Falafel signature since its launch in late 2007, ‘Help Us Help You’ enables students of any age, from any country and applying to any institute of higher learning, or sports or arts programme, to articulate in 120 seconds in an English-language video why they should receive financial support. Just Falafel’s online fans will select the top 100 videos submitted by ‘liking’ and ‘sharing’ their content, which a selection committee will narrow down to just 30 finalists, who will then submit an additional video outlining how they would ‘pay it forward’ if they receive financial support, before Facebook fans choose the final programme winner.
“In less than two years, Just Falafel has become one of the Middle East’s most passionate and popular brands, and our 150,000+ Facebook fans have been at the root of our success. Our founders recognized that in Just Falafel’s growth plan, the development of human capital is a key priority, which is why we’ve turned to social media to give someone a ‘leg up’ in their pursuit of education and their own passion in life,” said Mohammed Bitar, a founding partner of Just Falafel and the company’s managing director.
Just Falafel’s ‘Help Us Help You’ campaign will start on January 16, and the deadline for the first round of pitch videos to secure the academic support is the 16 of February. The 100 videos with the most likes and shares on Facebook will be narrowed down to 30 by the middle of the month and put back online for a final popular vote, with the winner being selected towards the end of March. Just Falafel’s management have confirmed that there is no specific financial limitation on the academic support being provided – only that the eventual winner will receive his or her tuition fees paid in full through the duration of the degree.
“Whether our fans are accepted at Harvard, Higher Colleges of Technology here in the UAE, Hunan Business College in China, University of Hyderabad, Hotspur Football Academy, or the Harlem Dance Theatre, Just Falafel’s ‘Help Us Help You’ campaign will reward the creativity and aspiration of a deserving student – and we’re delighted to play a role in his or her education to thank the people who have built our brand through social media,” Bitar added.
Social media channels including Facebook and Twitter have seen hundreds of thousands of fans view Just Falafel’s cheeky online videos and corporate vignettes. According to social media monitor Top Social, Just Falafel consistently ranks in the top 5 Facebook pages for F&B in the region, according to number of fans.
Sunday, January 15- 2012 @ 15:37 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.