Saudi Female Awarded SAR 68,260 by Women Empowerment Initiative ‘Creativity for a Cause’

A Saudi national and a faculty-member from Dar Al Hekma - a leading Saudi University - received the region-wide women’s empowerment Creativity for a Cause 2016 Award, led by Philadelphia from Mondelēz International.  With a total of 3652 votes, the GCC winner title was awarded to Manar Alomayri for her idea and vision to create an online library for Arabic audiobooks at a recently held gala ceremony at The Cove, Jumeirah Beach Hotel, Dubai. With 178 votes, Soraya Darwish from Dar Al Hekma was recognized for another engaging idea of empowering women of Saudi Arabia by opening up job opportunities for them. 

The event was enhanced by the presence of the campaign’s eminent mentors, finalists, media, past winners and participants, special guests and senior representation from Mondelēz International. In the seven consecutive years since its launch, this simple stand-alone campaign has grown to a community-driven movement today. The awards recognize unique and inspirational ideas for the benefit of the community, and engage women citizens and residents. Founded on the need for community advancement and with an aim to empower women, the campaign provides women of the GCC with a wide platform with facilitated access to knowledge through its mentorship program, and information to support these women in pursuit of welfare for the community. 

“Philadelphia has pioneered this cause and has been engaging women members of the community since 2010”, said Vishal Tikku, President Meals, EEMEA, for Mondelēz International.  The Creativity for a Cause Campaign works closely with women members of the community to enable active participation and to generate simple ideas that address future needs for happier communities”.

The campaign witnessed a 60% surge in entries this year, while engaging and reaching out to a large number of women across the GCC, via a combination of different channels.  The final winner and prize were determined based on the number of votes garnered:

• Winner - SAR50,000 principal amount  + 3652 votes @ SAR5/vote: SAR68,260
• University winner - SAR25,000 principal amount + 178 votes @ SAR5/vote: SAR25,890

“We’ve seen more amazing thoughts from women in the region this year than we imagined at the outset, and Creativity for a Cause brings these thoughts to the fore.  The campaign continues to amplify voices of women and enhance the effectiveness of action towards the community.  Our commitment for this initiative remains firm, and each year we work towards building it further, through new associations and collaborations”, concluded Mr. Tikku.  

“It’s like winning the World Cup!”, said ecstatic Manar Alomayri on winning the campaign.  “I am absolutely delighted to be the 2016 Creativity for a Cause winner, and very keen to immediately get started on my plan.” 

2016 campaign highlights

Collaborations and activations:

• University partnership: Collaboration with Dar Al Hekma College, Jeddah, Saudi Arabia to award one student (or a group of students) with up to AED/SAR75,000 in prize money to pursue their identified cause. All participating students received 10 hours of community service, and another two hours for attending the inspirational lecture conducted by mentors. 
• On-the-ground activation: An on-the-ground activation was held at the American University in Dubai, to widen awareness on Creativity for a Cause and encourage increased participation in the campaign.
• University recognition: Recognition for the University with the highest level of participation.

Campaign mentors:

• Sara Al Balooshi – Emirati photographer and lifestyle blogger
• Shahd Thani – Emirati writer
• Hadeel Al Hussain - Saudi entrepreneur, visual artist, fashion designer
• Esra Al Hamal – Saudi Interior Designer and Travel Blogger