Facebook teams up with TBWA\RAAD for #LoveLocal campaign

Facebook teams up with TBWA\RAAD for #LoveLocal campaign
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Facebook teams up with TBWA\RAAD for #LoveLocal campaign
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Ramez Shehadi, managing director at Facebook MENA.
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Updated 28 September 2020

Facebook teams up with TBWA\RAAD for #LoveLocal campaign

Facebook teams up with TBWA\RAAD for #LoveLocal campaign
  • Facebook will be working with content creators and communities from across the MENA region

At the beginning of September, Facebook Inc. announced the launch of #LoveLocal, a new initiative to support local small and medium businesses (SMBs) in the Middle East and North Africa (MENA) region, which have been among the hardest hit during the coronavirus disease (COVID-19) pandemic.

It has now partnered with leading regional creative agency TBWA\RAAD for the campaign, which aims to amplify the voices of local SMBs, shed light on their stories and challenges and help generate consumer demand for them across the region.

The campaign’s main video depicts eight unique stories filmed across Egypt, Jordan and Lebanon, featuring a real and diverse cast of small business owners in local shops who share their daily experiences and personal anecdotes.

A host of content pieces and executions have been developed for the campaign, including videos, IG stories, interviews with small business owners and a content creators’ activation idea. One of the executions includes a #LoveLocal pledge frame that users can add to their Facebook profile and pledge support to SMBs. On Instagram, this filter will be available as a trackable augmented reality filter where users will be able to post and highlight their favorite small business.

As part of the campaign, Facebook will be rolling out video content that will serve as a reminder of the emotional connection the public has with small businesses beyond the transaction. Facebook will also be working with content creators and communities from across the MENA region who will take part in a fun, interactive challenge for one day that will see them nominate each other to pick and support a local SMB.

“The relationships people have with local SMBs extend beyond the products and services. In our region, you don’t go to the hairdresser or to the corner shop. You go to Tony’s, or Emm Nazih’s, or Abou Houda’s. SMBs are not businesses; they are the people. Their names are on the signboards. We wanted this element to come to the fore, and this is what is exceptional about the campaign,” said Reda Raad, group CEO of TBWA\RAAD.

The move comes amid Facebook’s global ad boycott by major advertisers. When asked how Facebook is working with SMBs to ensure that they feel comfortable using the Facebook family of products and services, Ramez Shehadi, managing director at Facebook MENA, said: “We work closely with our SMB community to reassure them of our approach to hate speech. Facebook stands firmly against hate. We don’t benefit from it and we never have. Our users don’t want to see it and our advertisers don’t want to be associated with it.

“We invest billions of dollars each year to keep our community safe and continuously work with outside experts to review and update our policies. We’ve opened ourselves up to a civil rights audit, and we have banned 250 white supremacist organizations from Facebook and Instagram. The investments we have made in AI mean that we find nearly 90 percent of hate speech before users report it to us, while a recent EU report found Facebook assessed more hate speech reports in 24 hours than Twitter and YouTube. We know we have more work to do, and we’ll continue to work with civil rights groups, the Global Alliance for Responsible Media, and other experts to develop even more tools, technology and policies to continue this fight.”


Prominent communications executive hails Saudi Arabia’s ‘admirable’ Hajj and G20 amid COVID-19

Updated 30 November 2020

Prominent communications executive hails Saudi Arabia’s ‘admirable’ Hajj and G20 amid COVID-19

Prominent communications executive hails Saudi Arabia’s ‘admirable’ Hajj and G20 amid COVID-19
  • Founder of Unitas Communications says Kingdom has ‘set a precedent’ in its handling of both events

LONDON: According to one of the UK’s most prominent communications executives, Muddassar Ahmed, Saudi Arabia has “not only done an admirable job but has set a precedent for other nations to follow” with regard to its handling of Hajj amid the coronavirus disease (COVID-19) pandemic.

“The Kingdom’s decision to suspend the Hajj pilgrimage during the pandemic was a brave one, all the more so because it is a religious occasion that hundreds of thousands of people spend their lives preparing for,” Ahmed, the founder of Unitas Communications, told Arab News.

“To tell people making a once-in-a-lifetime journey that their plans must be put on hold cannot have been easy. But it was without a doubt the right thing to do. In our religion, the protection and preservation of life are of paramount value,” he added.

Ahmed, one of the UK’s top 1000 most influential people, also praised the Kingdom’s handling of the G20 summit last month after deciding to go fully virtual, calling it “absolutely the correct course of action.”

“In both instances, Saudi Arabia has set a precedent for other countries to follow. We can contrast its proactive, forward-thinking and compassionate approach, as well as its own COVID-19 statistics, with other countries’ track records,” he said.

Countering extremism as a British Muslim

Ahmed is not only known for his role as a communications expert, but also as a leading figure in the Muslim community in the UK, countering hate speech and the rise of extremism as an advisor to the British government on anti-Muslim hatred.

“As a born-and-bred British Muslim, this is not just important to me on a policy level but on a deeply personal level. I have dedicated my life to improving relationships between Muslim and other communities and I believe that, through Unitas and other projects I have dedicated myself to, we have made tremendous progress in improving the image and position of Muslims in Britain and the West,” Ahmed, who was named one of the 500 Most Influential Muslims worldwide three times, said.

Before founding Unitas, Ahmed was an activist campaigning against the Iraq war and founder/host of East London’s Radio Ramadan shows.

“I soon realized that adversarial campaigning only went so far. I was concerned by the growing divide between Muslims and wider society, between the Islamic world and the West, and I wanted — I needed — to help heal these divides, to bridge these allegedly irreconcilable narratives,” he explained.

Soon after, he teamed up with fellow East Londoner and childhood classmate Shiraz Ahmad to give birth to the world’s first public relations agency dedicated to bridging the gap between the Islamic and Western worlds: Unitas Communications.

One of the group’s first clients was the National Health Service, which needed to access hard-to-reach minority communities in East London.

It was not long before their work earned the attention of people invested in efforts to do the same. A few years after the start of the Iraq War and after the 7/7 2005 London terrorist attacks, community cohesion in the UK was at an all-time low.

The UN’s Alliance of Civilizations then reached out to Unitas to “see minority and Muslim communities have the training and develop the skills necessary to engage effectively and constructively in wider British society.”

Ahmed and Unitas’s work is not restricted to the UK alone, with the group and its founder earning praise and recognition from former US Secretary of State Hillary Clinton and by the City of New York.

Brexit and what is to come

While many businesses have been critical of Brexit and its potential consequences, Ahmed looks to the bright side of matters and instead calls it “an opportunity for Britain to reset its narrative on the world stage.”

“I have every confidence in the ability of the British nation to reinvent itself,” he added, explaining that “Unitas operations extend across continents in order to connect people, cultures and ideas and to make communicating effective and impactful.”

With regard to what the future holds for Unitas in such uncertain times, Ahmed remains optimistic.

“The future will see Unitas continuing to work with leading international brands and expanding its presence across Europe and the Middle East and deeper into Southeast Asia. But I should also say that a major priority for us has always been the US. We’ve had major American clients, like the National Football League and the US State Department,” he said.

“We will continue to choose clients who contribute to making the world a more understanding place, and we will engage those relationships to improve the world, to leave things better off than where they were when we started.

Because this work isn’t just a business to me or my team. It’s a moral calling.”