In an attempt to revolutionize the way children in the Middle East access education, Unilever has struck a partnership, facilitated by Digital Republic linked by Isobar, with Nafham.
Nafham is a free online educational video platform that provides students with five to 20 minute crowd-sourced educational videos. This partnership, that will kick off with three key Unilever brands including Rexona, Lifebuoy and Signal, comes as an opportunity for both entities to work together in engaging the community on empowerment and social responsibility in order to promote and instill sustainable social change for good.
Asad ur Rehman, Director Media, North Africa & Middle East, Unilever said, “The best chance of enabling societal change is if everyone is aware of the challenges faced. Unilever has long been invested in social responsibility and raising public awareness of key issues and how these can be overcome. Our partnership with Nafham is a contribution to ensuring the region’s youth is educated and equipped with the basic elements to tackle their own life ambitions.”
The Nafham platform currently has more than 23,000 videos covering Egyptian, Saudi Arabian, Kuwaiti, Algerian and Syrian curriculums, organized by grade, term, subject and academic schedule. The free content is available online via Nafham’s website, along with a mobile application and smart TV app.
Nafham and Unilever will leverage synergies to position these brands as enablers of social change through education. Each brand will work with Nafham to drive attention and understanding with the youth, leveraging its shared values to shape future generations.
The tie-up will launch with Rexona’s ‘Do More’ attitude campaign. Reaching out to students through the Rexona University program, and providing online support via Nafham, the campaign will encourage students to ‘move more’. The program will activate in over 20 universities, helping students gain expertise in six main courses, providing coaching in CV writing, goal setting, interview techniques, presentation skills, time management and ‘learning how to learn’. Students will be able to take the online course digitally and on ground at universities, with online support via crowd sourced content, before being accredited with a certification.
Ahmed Alfi, Co-founder and CEO of Nafham added, “We are delighted to be able to capitalize on our crowd-sourcing platform and connection to the youth to help raise awareness around the issues at hand and hopefully, slowly but surely, change the way we live and the world we live in.”
This strategic partnership utilizes Digital Republic Linked by Isobar’s ‘Innomedia’ product offering. Karim Khalifa, Founder and CEO of Digital Republic linked by Isobar added, “There is no better an opportunity for two brands with the same values, commitments and message to come together. We are excited to have enabled this powerful partnership and look forward to working together with Unilever and Nafham to create engaging, educational and potentially life-changing content that will benefit thousands of members of the youth society.”