2024 MEPRA Awards Winner
Gold Winner
Best Transportation & Logistics Campaign
Best Use of Visual Communication
Silver winner
Best Non-profit / Pro-Bono Campaign
Best Use of Influencer or Brand Ambassador
Submitted by
Gambit Communications & Aramex
About the Campaign
Navigating geopolitical issues such as the ongoing crisis in Gaza is like steering a ship through a storm, and from a communications standpoint, the waters can be very treacherous.
Gambit’s strategic approach with Aramex’s The Undelivered campaign harnessed the power of PR as a force for good in an environment that can be ripe for humanitarian washing.
We ensured that we weren’t guilt-tripping our influencer relationships by asking them to post for free, and instead asked for reduced rates which they were more than happy to give, and that kicked off further influencers to post free of charge on their own accord, leading to a reach of millions. Even our PR stunt was handled with care, as we didn’t want to resort to shock-value tactics and instead delivered an emotional moment of clarity to influencers about the feeling of hopelessness in not being able to help.
Presented by
Kathleen Burbridge, Senior Account Director at Gambit PR & Communications
Experienced Canadian comms professional with over a decade specializing in lifestyle, luxury, fashion and automotive, Kathleen leads on all client servicing at Gambit Communications overseeing the Middle East, Africa and India.
Prior to joining Gambit, Kathleen spent eight years in senior roles at international communications agencies in Toronto, Chicago and Dubai, working on a variety of multinational clients including Rolls[1]Royce Motor Cars, BMW, MINI, L’Occitane, Jergens, Bioderma, Biore, Marc Jacobs, Dubai Tourism, Nexxus hair care and Messika Paris.
An Influencer activation expert, Kathleen has handled major brands’ influencer outreach programmes on-ground in London, Paris, Toronto and across the GCC, building a suite of strong relationships along the way. She holds a Bachelor of Arts in History from Queen’s University, Canada.
Sarah Alsalem, Associate Account Director at Gambit PR & Communications
Driven and Focused, Sarah made the move to agency side with Gambit following a stellar two and a half years brand-side at Toyota Motor Corporation’s regional office, where she was a key part of the team overseeing dealer activities for Toyota & Lexus in the Middle East.
Winner of the prestigious Cannes PR Young Lions competition for 2023, Sarah is a serial winner who leads on top clients such as Porsche, Aramex and MAF Shopping Malls.
Raised between Canada and UAE, Sarah is an honors graduate from the American University in Dubai with a bachelor’s degree in Communication and Information Studies specializing in Journalism. With hands on experience producing documentaries, she once had her film shown at Cinema Akil.
Location
This is a virtual session hosted on Zoom
Date & Timings
Wednesday 9th April 2025 12:30pm – 1:30pm GST