Daily acts of kindness through a series of initiatives every day during the holy month!
Matrix PR partnered with Century Financial to design and lead the Ramadan 30x30 campaign, a bold CSR initiative that activated employees, uplifted communities, and reached over 23 million people.
What began as a CSR concept became a nationally recognized movement, all rooted in strategic storytelling and seamless execution by Matrix.
Together with Century Financial’s team, Matrix PR defined the campaign’s impact priorities for Ramadan:
Support vulnerable communities by addressing immediate needs through different charitable activities and promoting environmental sustainability.
Clear communication to counteract any perceptions of opportunism, reinforcing our genuine commitment to making a difference.
Increase employee participation in CSR activities, creating a sense of purpose and collective effort in executing daily acts of kindness, aligning with the values of Ramadan.
Steer clear of the common pitfall where CSR initiatives are perceived as mere marketing stunts.
Increased focus on social media and environmental issues during Ramadan.
Ensure that the Ramadan activities are impactful and are authentically aligned with their core values.
Matrix had to turn these abstract CSR goals into a daily execution plan that would resonate across stakeholders without falling into the trap of tokenism or fluff.
Identified and analyzed similar organizations to explore potential partnerships to enhance the campaign's reach and impact.
Conducted surveys, interviews, and consultations with local charities and community organizations to identify urgent social and environmental needs within the community.
Case studies, industry reports, and analysis of successful Ramadan and previous CSR campaigns to gather insights on effective strategies and best practices that could be applied to the campaign.
Community Engagement & Building Goodwill: Matrix drove real impact with NGO-led activities like cleanups and Iftar drives.
CSR & Employee Engagement: Matrix activated 70+ staff with daily deeds and simple, powerful participation.
Customer-Centric Approach: Matrix positioned Century as a financial brand that leads with values, and not just numbers.
Define Objectives – We clearly outlined the specific objectives of each daily initiative, such as addressing food insecurity, supporting animal welfare, or promoting environmental sustainability.
Develop a Calendar – Created a detailed schedule for the 30 days, specifying the focus of each day’s initiative, responsible teams, and key partners involved.
Partnerships and Collaborations – Secured partnerships with organizations such as Dubai Cares, Red Crescent, Smart Life, etc., along with the marketing team at Century and coordinated with them.
Employee Briefing – Conducted workshops to brief employees about the campaign’s goals, their roles, and how they can participate.
Daily Execution – Rolled out each day’s initiative according to the schedule.
Leveraging Social Media – Use social media platforms to document and share daily activities
Media Outreach – Engaged with local media to cover the activities and highlight the company’s contributions.
Impact Measurement – Evaluated the overall impact of the campaign through metrics such as media sentiments, community feedback, and internal engagement levels.
Feedback Collection – Gathered feedback from employees, partners, and beneficiaries to assess the effectiveness and impact of each initiative.
The campaign delivered 30 daily acts of kindness.
• 15 employees donated blood and platelets
• 500+ items donated via Thrift For Good
• Beach cleanups with Azraq ME, literacy sessions with Smart Life, and volunteering to spend time with senior citizens
Impact: 1,200+ people reached across multiple communities.
Led internal rollout and daily coordination across teams.
• 70+ employees participated
• 30 unique CSR actions
Result: stronger morale, brand alignment, and sense of purpose.
Secured national media coverage that drove high visibility:
• Featured in Tier 1 publications – Khaleej Times, Gulf News, Al Khaleej
• 90% of stories ran as standalones
• 23.8M+ total impressions (67% in Tier 1)
• 11K+ accounts reached on social media
Matrix PR has been our long-time PR partner, helping us consistently boost our brand visibility, trust, and thought leadership through data-driven strategies.
Their efforts have created a strong media presence across TV, print and digital, causing an increase in website traffic, stronger SEO rankings, and a growing social media following.
– Sharad V.K.
Director – Marketing
Century Financial
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