An integrated campaign targeting the youth of Iraq has been launched by mobile operator Zain across the country.
The campaign, called ‘Hassa Eliya’ (Now for Me), includes social media activity, a television commercial and a community-focused health, sports and innovation programme. The idea is to encourage Iraqi youth to turn their aspirations into reality.
Within 72 hours of the campaign’s launch, the commercial alone helped attract five million Facebook and YouTube views.
The commercial was developed with three underground bands made up of 17 young Iraqis who had never produced an official song or video before. The bands worked with Zain to produce a song that symbolises the values of Zain as a company as well
as speaking the language of Iraqi youth.
Ali Zahid, chief commercial officer at Zain Iraq, said Iraqi youth hold the key to shaping the country’s future. “It is time the youth took the lead,” he said. “Zain Iraq, through ‘Hassa Eliya’, aims to spread hope among younger generations and make them feel that they have the necessary support and means to develop their abilities and talents. After all, this programme is an incubator for young people’s potential, creativity and dreams. It provides them with the opportunity to communicate with the world and to present their ideas and projects to a much wider audience.”
The campaign has been created by J.Walter Thompson with media planning and buying handled by Mindshare out of Baghdad.
It is hoped that ‘Hassa Eliya’ will touch upon multiple youth-oriented activities and disciplines including music, literature, scientific research, innovation and technology. A Facebook page has been set up especially to provide young people with the opportunity to submit their ideas, projects and dreams. Zain Iraq will select a number of those suggestions and support their future development.
The programme is in line with Iraq’s vision for the year 2020 as well as with Zain Group’s own drive to inspire and empower the communities in which it operates.