Dubai, UAE – March 22nd 2015 – Following last year’s win of GCC’s highest voted community based idea of surplus food distribution by Denisa Fainis, Philadelphia Cream Cheese from Mondelēz International (formerly Kraft Foods) is set to inaugurate the sixth edition of its women’s campaign Philadelphia Creativity for a Cause. Women from the region are invited to participate with creative community focused ideas, to win up to AED100,000 to bring the idea to life.
(L) Dr. Samineh Shaheem – She is a great inspiration, the Founder and Director of the “Bolt down on Bullying” Project. She Makes it her mission to raise awareness around various schools throughout the UAE in hopes of reducing incidents.
(R) Mina Liccione- She is just a beautiful soul, She is called the Queen on Comedy- She is the Founder of the “ Clowns who Care” Project. She has visited special needs centers, refugee camps and other institutions in hope of making them laugh and easing their pain.
With distinguished mentors, Mina Liccione, Founder of the Clowns Who Care Project. Co-founder Dubomedy Arts, Performing Arts Professor and Lecturer’, Rania Abdul-Aziz Muhammad ZahidBoard Director of Academy of Languages & Self Development and Member of American Psychological Association, Dr. Reem A. Al Frayan, Director of Women Sector at the Council of the Saudi Arabia Chamber, and Dr. Samineh Shaheem, an author, assistant professor of cross cultural psychology, Director of Learning and Development, talent and leadership consultant, founder and director of the Bolt Down on Bullying campaign, weekly radio co-host and columnist; the campaign kick-started its sixth edition with a heart-warming discussion amongst Inspirational women in the region.
The session invited live interaction between everyday women and mentors to voice their opinion around the use of creativity to benefit the community. The empanelled mentors will guide the shortlisted participants in carving and exhibiting their idea before the final presentation.
Last year’s campaign winner, Denisa Fainis, showcased a testimony of her pilot program that initiated her cause of creating a link between potential food donors and recipients.
Ms. Fainis expressed: “When my idea won, I was thrilled as I have always wanted to channel fresh food from F&B sectors to the less-privileged. With support from Philadelphia Creativity for a Cause, my project saw the light with one of the leading hospitality groups which supported my cause by channeling fresh meals to the less-privileged. This is only a baby step to realize the larger objective of creating a network of donors and recipients who can benefit from this cause. Another significant step into this cause which I’m currently working on is to bring on board the mobile app that will help facilitate the plan to a larger audience, providing a well-defined network for the purpose. My plan is to spread awareness about this to everyone with support from the local authorities of Dubai.”
This year too mentors will shortlist four ideas who will qualify for the mentoring workshop, post which the public voting channels will open to vote for the most unique and creative community idea. The highest voted idea will receive prize money of upto AED 100,000 (AED 50,000 + no. of likes @ AED5) and the second highest will receive prize money based on the number of votes. The winners will be announced at a Gala ceremony scheduled on 13th May 2015.
“In its sixth year, this women’s campaign is now a much awaited one by several women in the region”, said Mr. Vishal Tikku, President, Cheese, Grocery and Beverages, Eastern Europe, Middle East, and Africa for Mondelēz International.
“With year on year success and popularity of this campaign that focuses on creative ideas to benefit the community, our shortlisted candidates and winner from last year, Denisa Fainis is reflective of the success of this campaign. With thousands of entries received through the years of this campaign, we have managed to reach out to over a million women in the region and beyond, he added”
Women’s forums in leading Women’s Universities in Jeddah and Riyadh are also being organized to provide direction, inspiration and a channel that will accelerate success in their creative pursuit for the community.
In order to bring in a positive change in the community, send in your ideas on www.phillyarabia.com or simply tweet the idea on #phillycreate in categories Art & Culture, Community Development, Health & Wellness and Environment. Participation portals will open on the 8th of March until 18th of April 2015.
