The campaign was open to students of any age, from any country applying for higher education or pursuing the arts to simply express in a 120-second video why they merit this scholarship. Voting was opened to the public and decided online by Just Falafel’s facebook fans who selected the top 100 videos by ‘liking’ and ‘sharing’ the selected short videos. From this, 15 entries were then shortlisted by a panel of judges, and the candidates were asked to submit an additional video in response to the subject: Should you win this scholarship, how would you pay it forward?”
This initiative launched by the region’s growing fast-food chain, aims to introduce the notion of giving back to the community, resulting in a full circle of philanthropy – seen through the submitted videos of aspiring dreams. The winner will be announced on April 25, 2012 and awarded a full paid tuition scholarship for the duration of their degree. These videos are now available for public viewing and voting on the social network site until April 21, midnight Dubai time.
Film still from Shortlisted Entry The 15 shortlisted entries were submitted from the UAE and places as near as Lebanon, Nepal and India, to as far as Turkey, Australia and Malaysia, proving true that the global outreach through social networking is boundless.
Responses to the designated video theme varied from students succeeding in attaining their dream jobs in various fields; the ability to lead an Industrial Revolution in their home country and aid its economy; conduct viable medical research; and set up a mountainous trekking camp for explorers and nature revelers.
With over 400,000 facebook fans and among the top 5 pages under the F&B heading in the region, Just Falafel utilizes the structure of technology and its global outreach to share its campaign message. “‘Help Us Help You’ is a dedicated campaign to and for the global community,” says Mohammed Bitar, a founding Partner and Managing Director of Just Falafel. “Social media is how things can be found, shared and made to happen no matter where one is – and that is what this scholarship is about; finding the deserving one, who can make things happen, and for Just Falafel to share that experience with them.”
Social media channels including facebook and Twitter have seen hundreds of thousands of fans view the brand’s personal and humorous online videos and corporate clips adding to its public outreach program beyond the simplicity of the falafel.
Sunday, April 22- 2012 @ 9:57 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.