Photos of Egyptians hugging their moms flooded social media on Mother’s Day in response to a fundraising campaign launched by both Juhayna and Uber to support Baheya Hospital in its charitable mission to combat breast cancer in the country.
Juhayna called on social media users to post photos hugging their mothers using the hashtag #حافظ_حضن_أم (Preserve a Mother’s Hug) – The leading Egyptian producer of dairy products said it will donate an amount to Baheya for each photo uploaded on Instagram under the campaign.
Watch Juhayna’s Adverts
Uber’s role comes in the second part of the campaign, which calls on users to upload photos using the hashtag #وصلها_لبهيه (Take her to Baheya) to win their mothers free Uber rides to Egypt’s charitable breast cancer hospital.
Juhayna said it will also donate 1.5 percent of the value of every sold milk pack during March to support of Baheya.
On social media
Several social media influencers hyped up the campaign after posting photos of themselves hugging their mothers in support of the cause.
For more photos, check the hashtag حافظ_حضن_أم
The campaign’s video generated more than 1.8M views in one week on Facebook, reaching 2.7M Instagram users.
The campaign advertised Mother’s Day in an engaging, easy and emotional form of online donation, instead of regular click-funding model.
Campaign Creative Concept: Kijamii
Creative Video Production: Monkeys in Tuxedos
Director: Ashraf Hamdy