Middle East

Bassma Launches its First World Family Day Campaign

Bassma, an NGO dedicated to empowering underprivileged families, launched its first ever World Family Day campaign, with the support of Nancy Ajram, with a conference followed by a brunch at the Raouché Arjaan by Rotana Hotel, which was attended by various media partners, social figures, partnering outlets and dedicated members from the organization.  The campaign, aimed at reminding people of the core value of Bassma, featured two activations; Meal-for-Meal and Find the Balloon.


The Meal-for-Meal activation had Bassma partner with select restaurants: Casper & Gambini, Lina’s, Obi, Café Blanc, Sultan Ibrahim, Diwan Al Sultan, Beirut Cellar, KFC, Hardees and Olive Garden at the Gefinor Rotana.  The campaign encouraged customers to visit these restaurants who in turn would provide Bassma with various hot meals for needy families. 


As for the Find the Balloon activation, Bassma partnered with City Centre Beirut and select outlets of TSC and encouraged people to find the Bassma balloons at these locations, take a picture with it and post their photo on social media with the following hashtags: #BassmaWFD #EmpowerFamilies, as well as #TSCSupportsBassma for TSC and #CCBeSupportsBassma for City Centre Beirut.  In line with this activation, TSC provided 15 destitute families with ‘goodie-boxes’ filled with home goods and appliances, such as pillows, towels and bedspreads, worth $100 each that would help improve their living conditions.  City Centre Beirut also offered 25 gift cards with a value of $100 per card, for each family in need, further assisting them with items that would make their lives much easier.  

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