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HUMANITARIAN AWARD
Tamanna
September Christmas
BPN MENA. Horizon Media
Carmen, an 8 year old undergoing chemotherapy for leukemia, wished for an iPad at Christmas. It wasn’t clear, though, if her illness would enable her to wait until December.
Tamanna, a Lebanese NGO, grants the wishes of critically ill children, and it needed to raise more donations in the hope of granting more wishes. So, Tamanna changed the date of Christmas. On September 8th, 2012, Carmen’s parents took her out for ice-cream in Downtown Beirut. Suddenly, Christmas carols began to play and Beirut Souks began transforming into a Winter Wonderland. Santa Claus was lowered from a helicopter right in front of Carmen with an iPad in his sack.
The entire experience was recorded and shared with the local media to remind all that the gift of giving is needed in times that aren’t the holidays. September Christmas created such a tremendous impact that the story spread worldwide across all media channels and moved Lebanon to a giving mindset.
After September Christmas, Tamanna was able to fulfill 26 wishes in one month vs. the previous average of 12. The entire campaign cost $0 since all professionals involved worked pro bono and achieved the equivalent of $100,000,000 in media space. Most importantly, Carmen is still undergoing treatment and getting healthier day by day.
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