Reach: 50 Days to transform 5 million lives

Reach: 50 Days to transform 5 million lives

The Reach Campaign is a fundraising initiative overseen by Crown Prince Court, Abu Dhabi. It aims to end two neglected tropical diseases (NTDs) – river blindness and lymphatic filariasis – and free the next generation from these preventable diseases.

Seven Media was tasked with developing and implementing an integrated communications strategy that would amplify the campaign and allow it to resonate locally, as these diseases are not present in the UAE.

By the time the campaign hit its halfway mark, it had raised enough funds to protect the lives of over three million people, and one of the seven beneficiary countries, Niger, announced the official elimination of river blindness on 8 December 2021 at Expo 2020 Dubai.

Seven’s work also resulted in the campaign being awarded as the Highly Commended Corporate Social Responsibility Campaign at the 2022 edition of the PRCA Awards.
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