Glad Bags: Bring a Smile

On the occasion of Ramadan, GLAD via DDB , Dubai undertook an initiative to provide free meals to needy children in Africa for every GLAD pack purchased. The idea was communicated through an innovative stand in prominent supermarkets that made people part of the noble cause without making them put any extra effort. Every time someone pulled out a GLAD pack, they found a kid smiling back at them, in a way saying a personal 'thank you'.By the end of Ramadan, 20,000 free meals were distributed to underprivileged children while the people who donated were left with a sense of contribution.