The super-app of the Middle East, Careem, has launched the thought-provoking “Seeds for Gaza” campaign for Ramadan month, a campaign that started with a watermelon seed.
“This is a story of strength and resilience,” wrote Careem on Instagram. “Once upon a time, there was a seed that travelled from the soil of the land to the hearts of the people.”
Now, this campaign is reverberating globally.
Actually, this “Seeds for Gaza” campaign is a community-led donations drive that supports on-the-ground humanitarian relief and long-term rebuilding efforts in Gaza, launched nearly a week ago.
For Careem’s creative team, it’s about time they stand up from the usual marketing-oriented messages about their products, and think outside the box.
Tom Sword, Careem’s global head of brand and creative, chatted with Ridesharing Forum, saying, “It feels strange to think about terms like creative vision or brand message with this campaign. To be honest, it feels strange to even refer to it as a campaign. At its heart, this was purely a collective desire from our team to stand in solidarity with the people of Gaza, using the Careem platform to drive impact on the ground.”
Sure, Careem is an app that makes it easier for people to order food and rides, but through this initiative, the company realized they can make meaningful impacts.
“We have always stood in support of Gaza, but it wasn’t about words. We wanted to move beyond that, and into action. So, we used our network and reach to compound our impact by building a collective of people and brands who want to make a difference. This campaign speaks deeply to our roots and love for this region. From its foundations in the Arabic language, to the produce and materials which are being both symbolised for solidarity and sold to raise funds,” Careem’s Sword further noted.
The Gaza issue has been going on for several years, perhaps even centuries. This focuses on the Israeli-Palestinian conflict, involving Hamas governance in Gaza, Israeli security concerns, recurring violence, humanitarian crises, disputed borders, blockades, failed peace efforts, and deep historical, political, and territorial tensions.
This initiative encapsulates Careem’s product ecosystem, digital and social platform, including official touchpoints like Captain boxes, as well as partner brands and community channels.
Consumers who wish to support Gaza via a range of actions can do so through the Careem official app. They can make direct donations, literally purchase watermelon through Careem Quik, or buy the “Seeds for Gaza” shirt. The 100 percent of the profits will be directed toward relief efforts.
The creatives are also all-out in their contributions to this campaign. Right now, official brand logos and materials of Careem bear watermelon seeds, and the words “Seeds for Gaza” are available in both English and Arabic. To learn more about this initiative, consult with ridesharing media stories. This is Ridesharing Forum.