Kind Beings of Dubai
A 22-day social campaign running 19 September to 10 October that asked Dubai residents and visitors to submit stories of everyday kindness, with the insurer picking one story a day to reward with an AED 1,000 voucher. It drew close to 600 submissions and ran alongside the launch of an Essential Benefit Plan aimed at low-income workers with dependents.
- The brief
- Dubai residents and visitors, asked by a takaful insurer to notice kindness, especially toward support staff and domestic workers.
- The idea
- Over 22 days Salama gathered public stories of acts of kindness on social media and rewarded one each day with AED 1,000, as it launched a health plan for low-paid workers with dependents.
- What to borrow
- A daily reward for user stories keeps a purpose campaign alive for weeks and sets up the product that serves the same cause.
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Dubai Fitness Challenge | Dubai Fitness Challenge 2026, tenth editionIntegrated campaign · 13 Aug 2026 | Integrated campaign | – | 13 Aug 2026 |
| Dubai Fitness Challenge | Find Your ChallengeIntegrated campaign · 29 Oct 2025 | Integrated campaign | – | 29 Oct 2025 |
| Nesto Hypermarket | Free Kick - The Biggest Electronics Offer FestSponsorship activation · 2 Aug 2026 | Sponsorship activation | – | 2 Aug 2026 |
| Rove Hotels | Emerging Artist Prize 2026Experiential · 27 Jan 2025 | Experiential | – | 27 Jan 2025 |
| DAMAC Islands | DAMAC Islands 2 launchIntegrated campaign · 18 Dec 2025 | Integrated campaign | – | 18 Dec 2025 |
More from Salama
| Campaign | Type | Agency | Date |
|---|---|---|---|
| Care is EasyPurpose · 2022 | Purpose | – | 2022 |