Building upon Omnicom Media Group MENA’s media space support for charities amid the COVID-19 pandemic, PHD Lebanon is adding to the network’s efforts by partnering with the Nusaned Association to further its commitment to supporting communities in need.

Nusaned is a humanitarian, community-based volunteer organization based in Lebanon with a mission to support underserved individuals. The PHD Lebanon team identified how they could make a valuable contribution to this important cause by raising awareness through media, PR, influencer engagement and activations. The communication strategy involves the development of 3 hero programmes; Crops that Yield, Goods in Need, and Roofs that Shield. Together, they shed light on how communities can come together to create security, stability, and economic opportunities for the wellbeing of hundreds of Lebanese people.

Lebanese actress and director Carmen Bsaibes

In addition, with PHD Lebanon’s help and influencer management guidance, Nusaned has partnered with the genuine and talented Lebanese actress and director Carmen Bsaibes to drive Nusaned’s important agenda. Carmen exemplifies Nusaned’s values of empowerment, sustainability, and creating self-sufficient communities. Beyond the media front, Carmen is actively participating in the on-ground activations, visiting renovated homes, and engaging with the marginalized communities. She has also recently participated in the Nusaned Akkar event while joining hands with the team and the local community in painting the large-scale awareness murals on a popular stairway and wall of Beirut.  “Nusaned believes that the power to create change comes from working collaboratively and providing communities with opportunities and tools that create a sustainable living,” stated Ghaida Nawam, Founder of Nusaned NGO.

PHD as a global network is committed to raising millions in donations and contributing to thousands of hours to good causes around the world through its Big Hug initiative. “We are proud and proactive to support Lebanese charities with their projects, to optimize their awareness and their search for help. We look forward to doing more and giving back to our communities during this challenging time,” comments Maroun Hassoun, General Manager of PHD Lebanon. This effort from PHD Lebanon is an example of the great work Omnicom Media Group MENA have been doing amid COVID-19 and adds to the impactful campaigns they have been running with partners to provide complimentary media space to its long-standing partner charities; including Dubai Cares, Gulf for Good and Médecins Sans Frontières.

This article first appeared in Campaign Middle East.