Ma’an – Together We Are Good

The 2020 global pandemic has been a pertinent time for Ma’an, the Abu Dhabi Government entity responsible for connecting communities and finding solutions to social challenges, to bring the community together to support Government efforts to address the crisis and provide support.

All About Brands worked strategically with Ma’an on its “Together We Are Good Programme”, campaign to ensure it was high reaching and with maximum impact and results.

The first phase opened the door for financial and in-kind contributions from people wanting to support, while the second phase called out to those in need of the funds, with the programme giving priority to medical, education aid and food suppliesl

We developed the visual look and feel for the integrated campaign and adaptations for social media, digital, radio, print, TVC and outdoor which saw prominent high-rise buildings lit up with “Together we are Good” in multiple languages.

Benefitting from the Community’s Kindness

• Over 400,000 people benefitted from the Together We are Good campaign
• More than 45 million donated in the first 24 hours of launch
• More than 30,000 contributions and in-kind were received
• Over 27 million nutritious meals provided to workers
• More than 13,000 high quality food baskets distributed to over 37,000 people
• More than 100,000 meals in collaboration with Etihad Airways for people in quarantine
• Over 4,000 tablets or laptops donated by 25 government entities
• Over 8,000 families supported financially to help pay school fees
• Over 6,000 volunteers supported the campaign