The Unmissable 50 Fils

Deliveroo - TBWA RAAD

Deliveroo’s ’Unmissable 50 Fils’ social experiment, part of the Full Life initiative, aimed to address food insecurity through its in-app round-up feature. Partnering with TBWA and Emirates Red Crescent, the campaign used a high-tech hologram in City Walk to engage the public, asking them to decide whether to keep or donate a 50 fils coin. This interactive approach highlighted the ease of making small donations. The campaign achieved notable success, generating AED 360,000 in donations and boosting total Full Life contributions to nearly AED 2 million. With widespread media coverage and over 600K views, it effectively showcased the impact of minor contributions on food insecurity.