CASE IN POINT: The Good Store

Find out what makes an award winning campaign with one of our top winners from the 2023 MEPRA Awards!

20 days left

AED0 for MEPRA Members

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Our presenters will share all their secrets on the award winning campaign’s objectives, strategy, challenges and how they evaluated its success. This is your chance to hear and learn what it takes to create an award winning campaign and get yourself prepared for the 2024 MEPRA Awards.

The Good Store

2023 MEPRA Awards Winner

Gold – Best Business to Business Campaign
Gold – Best Retail Campaign
Gold – Best Sustainability , Social Responsibility or ESG campaign
Gold – Best Use of Content – Creative, editorial or video
Silver – Best Campaign – UAE
Bronze – Best use of Digital Communications

Submitted by

Hill & Knowlton with TECOM Group and Emirates Red Crescent

About the Campaign: The Good Store

The Good Store, powered by TECOM Group in partnership with H+K and Emirates Red Crescent, was an immersive and innovative shopping experience that brought together 105,000+ Dubai private sector workers and students to shop for items in un-staffed physical stores, employing a digital payment experience.

But products never left the store, because their purchase became a cash donation to Emirates Red Crescent to share with those who needed the item most. The Good Store saw 7,500+ people purchase items for refugees during Ramadan, with an average donation of 20 AED per shopper over just two weeks!

This was a first-of-its-kind fundraising campaign for Emirates Red Crescent and, due to its success, The Good Store has now become permanently open and acts as the creative umbrella to TECOM Group’s ESG strategy with an ongoing partnership with Emirates Red Crescent

Presented by

Kirsty O’Connor, Regional Director of Innovation at Hill & Knowlton

Kirsty leads the day-to-day operations of H+K’s Innovation + Creative Hub, cascading transformation and innovation across it’s Middle East, Turkey, India and Africa offices. She specialises in digital and data technology, sitting across H+K’s sector teams to optimise client work and support the continuous evolution of communications.

During her six years at H+K and in the Middle East, she has driven digital strategies for global brands including adidas, Meta, Dubai Holding and P&G and data strategies for tourism bodies including the Royal Commission of AlUla and DCT.


This is a virtual session hosted on Zoom.

Date & Timings

Wednesday 20 Mar 2024 ⋅ 12:30 pm – 1:30pm (Gulf Standard Time)


This workshop provides 5 CPD points for CIPR account.

Register now