Rooted in sacrifice and the idea of a hero, Al-Ayn SC Foundation's Muharram campaign this year was an attempt to shed light on the lives of orphaned children.
A major part of Al-Ayn SC Foundation's #MyHero Muharram campaign this year was a video released by them. It features a few children who share their perceptions of a hero. A story is then shared with them, which changes their opinions to a certain degree. Instead of answers that revolved around global superheroes like Spiderman, they started talking about their family members and why they are heroes. From characteristics like superhero costumes, the focus shifted to the little things that make people special.
The story shared with the children in the video was of a boy who lost his father in an explosion and reflects on the immediate need of financial assistance at such times. The organisation also used their social media presence to highlight Redha's story and the role played by Al-Ayn SC Foundation in helping them in tiring circumstances.
"Al-Ayn’s support helped Redha's family overcome the immediate impact of their loss through sponsorship support and more. Recently, their financial circumstances have improved significantly, and they have transcended the cycle of poverty," they say, demonstrating the reason behind the campaign.
"It is one thing to lose a loved one, another to lose your hero. This Muharram we are honouring the heroes of our lives. Those who light up the path for us and make us who we are today. Sponsor an orphaned child in honour of your heroes," they say in their social media communication pertaining to the #MyHero campaign.
Going beyond digital
The organisation is also setting up stalls at various locations to spread awareness and seek donations. The visuals from their digital campaign, #MyHero have been used on the flyers, forming a seamless connection between the online and offline legs of the campaign.
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