Dubai Cares

1.Summary of the mandate

Client: Dubai Cares
Deadline: December 7 2016
Campaign Start Date: January 2017 and continue throughout 2017

Reason for the campaign: The main purpose of this philanthropic organization is to provide the
best educations for children’s as well as children’s access for better education in the developed
countries. Dubai Cares is based on couple fundamental principles including: providing global
efforts in including all children to have opportunity to access to quality education in the
developed countries no matter of their gender, ethnicity or religion; fighting poverty with the
best choice- education; innovative entrepreneurial spirit; to promote an integrated approach
towards education and ensure long-term and sustainable impact; Mobilizing the UAE’s
corporate, business and social communities toward proactive global citizenship; cooperating
with other global agencies in order to achieve their efforts and to ensure productive and quality
education; integrate four key components: School Infrastructure; School Health & Nutrition;
Water, Sanitation & Hygiene (WASH) in Schools; and Quality of Education.
The main reason of this campaign is how to encourage young youths to be interested in
volunteering. Why is volunteering important? Helping other in need is something that can bring
us together and can show the differences among people and for example why is important to
help each other. By volunteering, young youths can be more aware of the situation around
them and will arm their self with one positive experience.

Campaign Slogan: “Volunteer to build your future.”

2.Sitatuion Analysis
First, before implementing the campaign program, it is vital to ensure that everything is in
place. These are achievable by analyzing both the internal and the external factors that may
affect the operation of the campaign. The environment plays a focal role in determining the
success of the campaign. However, to complete a comprehensive analysis, the only way is to
complete a SWOT analysis to determine the effectiveness of the UAE society.

Analyzing the Environment

Internal environment: This will include the organizing committee and their perception towards
the campaign. They are the people who decide whether this campaign will be a success or it will
fail.
External Environment:
 Analyzing the organization: It is crucial to evaluate the role Dubai care plays in
eradicating illiteracy in the modernized society
 Analyzing the public’s: The primary target, in this case, is the young adults. However,
these are not the only people who will receive the information. The UAE society is made
of people of different ages, and they will be exposed to the information. These people
include the young children, the senior citizens, and teenagers. The perception and the
act of these people may also have an impact on the success of the campaign. This is the
reason it is important to evaluate this environment before implementing the campaign.

 SWOT Analysis:

 Strength:

o Strong partners, for example UNICEF and Bill & Melinda gates foundation
o Effective communication tools (social media platforms)
o Has individual and organizational as donors
o Improved technology
o Reach (Local and international)
o With the support of His Highness Sheikh Mohammed bin Rashid Al Maktoum.
o Reputation
o Supported by the Government
o Very respected Organization/ strongest
o Powerful and established brand name
o Strong presence international

 Weakness:

o Have not captured the attention of the youth

o Lack of enough volunteers
o It is non-profit organization relies on donation making the budgets very limited in
use.
o Its not that well presented or known in schools. Mostly found in Emirates
Airplane where they ask the passengers to donate.
o Lack of Human Resources to implement the campaign.
o Arabic is the only language available to take approval for activities.
o Approval volunteering activities takes 15 days.

 Opportunities:

o Utilizes volunteers which is cost effective

 o Can capture the youth through education and motivation
o Governments also chip in financially or pass favorable policies that benefit
expatriates working for these charitable organizations. (Such policies include tax
breaks and favorable migration policies.)
o Ramadan month of giving and helping others. It’s the perfect opportunity to
collect donation.
o International day of the girls Oct11 & International Literacy Day Nov17 great
days to reach the targets.

 Threats:

o Economic slowdowns affect donors

o Adverse government policies in some countries
o Poor relations with some communities
o The cultural diversity many of the tends may not comprehend the intended
message or the purpose of it.
o Teenagers are known to follow new trends but they might not be serious about
it. (importance of helping others)
o Message getting lost.

3.Goals & Objectives

The core purpose of the campaign is to ensure that every young adult understands what is
required when it comes to volunteering. Therefore, it is important to make sure the young
adults have understood the need to volunteer in the society.
 Educate young adult 17-20+ in the UAE on the importance of volunteering
The campaign will focus on educating the youth on the important of helping other and change
their perspective about the participating in volunteering work.
Objectives
1. The campaign will modification the attitude of the young adult in UAE, who still thinks
volunteering is just a hassle and boring.
2. Rewarding them with the certificate will encourage them to participate in volunteering
work because they can use it to get better future job and in university application.
3. The campaign will hold talks in various schools in order to educate the youths on the
important of volunteering and encourage them to be part of the campaign.

 Encourage young adult to engage in volunteering work in the community.

The campaign plans to motivate young adults to take part in charitable work because is for their
benefit and that of the community
Objectives
1. The campaign will encourage the youths by giving them a chance to be part of Dubai
cares.
2. The campaign will create a program that considers different time shifts and duties to
ensure that all interested youths contribute in the campaign without being restricted by
their school schedule.
3. The campaign plans to hold most of its important functions on weekend to ensure that
their free time is maximized.

 Create awareness
The campaign plans to use the media to communicate and attract local and international
partners, donors, and well-wishers to Dubai cares.
Objectives
1. The campaign plans to use social media as a platform where Dubai Cares will
communicate and interact with interested parties
2. The campaign will also invite the press to cover stories and report on the work of Dubai
Cares.
3. The campaign will ensure that it publish articles once a week on magazines and
newspapers.

 Effective training
The campaign will ensure that interested volunteers go through training that will certify that
they are aware of what is expected of them for productive results.
Objective
1. Dubai cares will develop an orientation program that will guide volunteers.
2. Train the volunteers as per the goals and objectives of Dubai Cares.
3. Divide volunteers in groups and assign them a leader.

 Increase the number of youth volunteers in Dubai Cares.

The campaign plans the increase the number of youth from UAE. This will give them the
opportunity to have a positive impact on their country.
Objectives
1. The campaign plans to mentor volunteers by holding recruitment events.
2. The campaign plans to distribute recruitment material in schools and other public
places
Objective 1: Changing the attitude of young youths in Dubai about volunteering work
About 40% of young adults believe that volunteering work is beneficial to their future and that
of others. Thus, the campaign will try to convince the remaining 60% to change their
perspective on volunteering by educating and encouraging them on the importance of
volunteering work to them and the society.
Objective 2: Changing young youth behavior
The campaign plans to change young youth’s personalities and behaviors by training and giving
them the opportunity to be part of Dubai Cares. Therefore, they will surround themselves with
positive energy and positively contribute to the society. For example, volunteering will help
them to be kinder and are likely to perform well in school.
Objective 3: Media attraction
Social media will create a platform for the campaign to raise awareness of volunteering in UAE
youths. Holding campaign’s events that promote the work and achievements of Dubai Cares
will attract the media because they will be invite to be part of the experience.

4. Identify the publics

It is imperative to note that Dubai Cares will seek assistance from a wide collection of societal
stakeholders including the media, potential partners, and young adult in the UAE the public.
1. Media
The media will play a great role in ensuring that the activities and proceedings of the campaign
are communicated to the relevant parties. The media will assist in creating awareness for the
campaign. It will create a platform where the organization will attract more participant.
Through the media the campaign will get feedback from people by encouraging them to
comment on their post and share them with the people. Thus, media will play a great role in
advertising the campaign
2. Potential partners
Dubai Cares cannot work by itself it needs partners who will help it to meet its goals. Potential
partners will provide money that will be used for creating awareness and for buying the needed
equipment. Finding the right partners is important because their vision and mission of the
initiative will ensure that the campaign runs smoothly. Also, it will be very easy to
communicate, co-ordinate, co-operate the campaign visions to them thus, removing barriers
that might hinder its progress. The campaign plans to find a partner who shares the same goals
and values to that of Dubai Cares. Moreover, they should be more open, honest, and
trustworthy.
3. Young adult in the UAE
The campaign plans to reach out to young adult between the ages of 17 to 20 and above and
educate them on the importance of volunteering work. Also, encourage them to participate in
volunteering work in their communities. The young adult will help the campaign because they
will pass on the message to other youths thus, creating awareness. The skills that they will gain
in the campaign will be of future benefit on them and the society.

5.Strategy
1. Volunteering boosts a person’s self-confidence, as they work for the community.
2. Volunteering harnesses the development of personal skills as well as expertise
knowledge in a given field.
3. Volunteer often earns a higher social status. Fourth, a volunteer garners the courage to
express him/herself irrespective of the underlying issue.
4. Volunteering helps eradicate a social problem; hence, promotes societal cohesiveness.
The strategy will focus on luring the targets:
 The campaign program will attract the target population through school visits,
brochures, and social media websites. Social media presence will include sites like
Facebook, Twitter, Instagram, YouTube, and Google+. In seeking to create awareness,
the campaign program will create outdoor adverts in malls, send SMS’s as well as
attract young adults through movies and the internet.
 The campaign endeavors will include competitive strategies like games, dancing that
gives a chance everyone to take part and in the process, they pass across the importance
of volunteering.
 Additionally, the campaign will highlight in days like Ramadan when people are in the
mood of giving.
 Since Dubai Cares is a non-profit making institution, its management has to solicit for
partners. The campaign will inculcate partners including the Emirates Airlines who will
play a fundamental role in financing the project. Dubai Etisalat among other will be
supporting partners who will help in realization of the underlying institutional objectives.
The partners will play an oversight role to ensure that the campaign attains all
stipulated objectives.

6. Plan the implantation

Once everything is as expected, the implementation of the plan will be the set the pace. This
will first begin by
 Placing posts across UAE about the campaign, including the dates and the time. The
posters are meant to alert the society on what is going to plan so that those who are
willing could attend. After the posters, the campaign will then be officially opened when
people will be free to discussing and learn more about the campaign.
  Organization should also provide the necessary materials such as timetable and the
activities that will take place during the campaign.

7.Evaluation
The assessment of the campaign will appraise feedback from the participants. The organizing
committee will assess responses in the issued questionnaires seeking to evaluate the success of
the campaign. The questions should address the major issues discussed during the event, and
through this, it will be easy to determine the success of the whole program. Volunteer turnout
will also serve as another criterion to access the success of failure of the program.