JOOD KITCHEN PR BRIEF
Launch Jood Kitchen: Delicious meals for businesses, jobs for the homeless.
Empowering social responsibility in Morocco.
Background
Jood is a Moroccan NGO established in September 2015.
Thousands of Moroccan children and adults live on the streets in extreme poverty. Due to the failure of amultiplicity of systems and the implementation of human rights, more than 8000 Moroccans aredeprived of their constitutional right of access to decent housing. Organisations working to combat
homelessness in Morocco are few and far between, lacking the necessary resources and offeringunsustainable solutions.
Jood’s DNA is to help homeless people get fairness, respect and dignity back by securing their social andeconomic reintegration and their professional reintegration through access to housing, hygiene andemployment.

The Challenge
Jood often struggles with several challenges that make fundraising complicated, such as competition forlimited funds, donor fatigue, economic conditions, trust issues, limited resources, changing donor
preferences, geographical constraints and fundraising costs.
As a result, it loses time and energy focusing on launching an attention-grabbing initiative to attract
companies/corporations that may be interested in helping by either buying food from the Jood kitchen
or donating their FMCG products to the kitchen directly.
We’re looking for a strong PR idea that will grab attention, stand out and clearly explain several of thebenefits Jood Kitchen offers so it can become more independent and financially self-sufficient in thelong term and the team can concentrate its efforts on finding solutions to help homeless people
instead of fighting and struggling to raise funds.

Target Audience
Primary Audiences:
1. Corporate companies and businesses in Morocco○ Industry focus: Medium- to large-sized corporations across various sectors, including
tech, finance, manufacturing, retail and hospitality.
○ Geographical location: Urban centres in Morocco, particularly Casablanca, Rabat,
Marrakech and Tangier.
○ Decision-makers:■ HR managers and directors: Interested in employee wellbeing and corporatesocial responsibility (CSR) initiatives■ office managers: responsible for organising daily office meals and catering forevents■ CSR managers: looking to enhance the company’s social impact and community
involvement■ executives and senior management: interested in unique, impactful CSR
opportunities that align with company values.
2. Event planners and coordinators○ Role: professionals who organise corporate events, conferences, seminars and special
occasions○ Interest: seeking reliable, high-quality catering services that offer a meaningful socialimpact.
Demographic characteristics:● Age: 30–55 years old.
● Gender: Both male and female.
● Education: University-educated, typically holding a bachelor's degree or higher.
● Income level: middle to upper-middle class.
Psychographic characteristics:● Values:○ Strong emphasis on corporate social responsibility and community engagement.
○ Interest in innovative and sustainable business practices.
○ Desire to support local and social initiatives that make a tangible impact.
● Interests:○ Active involvement in community and social causes.

○○Preference for quality, reliability and social impact in services they procure.
Engagement with networks and forums related to corporate sustainability and CSR.

Insight
In today's corporate landscape, businesses are increasingly seeking ways to make a positive social impact
while also fulfilling their operational needs. Companies recognise that their role extends beyond
profit-making to being active contributors to societal wellbeing. This is particularly relevant in Morocco,
where there is a growing awareness and commitment to corporate social responsibility (CSR). By
supporting initiatives that address social issues such as homelessness and unemployment, companies
can enhance their reputation, foster employee engagement and build stronger community ties.

Strategy
We are looking for a multi-faceted PR strategy so that Jood Kitchen can effectively launch its concept,
build strong relationships with corporate partners and sustain momentum to achieve its social mission.
Our communication strategy is:● Messaging○ focus on creating the story of bringing something new and good to Morocco○ highlight the dual impact of supporting Jood Kitchen: providing high-quality meals andcontributing to a meaningful social cause○ emphasise the reliability, quality and professionalism of Jood Kitchen’s services○ showcase success stories and testimonials from other businesses benefiting from theinitiative○ testimonial of showing people who work at Jood Kitchen (empowering personal stories).

Key Message
Empower your business and community with Jood Kitchen. Provide delicious meals for your employees
and events while supporting homeless individuals in Morocco. Together, we create a brighter future
through shared meals and social responsibility.

Personality
Jood NGO is caring, optimistic, forward-looking, perseverant, determined, inclusive, transparent,innovative, collaborative, inspiring, humble, trustworthy, consistent, reliable and compassionate.
In terms of tone of voice, Jood always communicates with warmth, authenticity and urgency, using
language that is both empathetic and action-oriented. It speaks with authority and conviction, while also
being respectful and inclusive, inviting others to join in its mission of making a positive impact.

Additional information
TIMELINE: The campaign is scheduled for October.
BUDGET: As the campaign is for an NGO, teams are encouraged to focus on pro bono ideas as the budget
is typically invested in Jood kitchen deployment.
PARTNERSHIPS: We do work with media and press partners committed to supporting this type ofinitiative. These include:●●●Le Matin: https://lematin.ma/
L'Opinion: https://www.lopinion.ma/
Les Eco: https://leseco.ma/

We also work with TV and Radio stations such as 2M, Medi1 TV, Radio Aswat and Chada FM, to name afew.

Campaign Dos and Don’ts
Do:●

be empathetic, transparent, emotional, positive, creative and authentic.

Don’t:● be shocking, overly negative or overpromising or make the audience feel guilty● focus solely on fundraising.

Specific Deliverables
Each team will be submitting the following for the PR competition:
1. A 10-slide presentation – including images and English text. It should bring your idea andcampaign to life in response to the brief. This will be presented to the Jury.
2. A digital presentation image – a visual overview of your work, including images andEnglish text. It should concisely summarise the brief, execution and results.
3. A four-part written submission – to give more context to your work. This includes:
a. background – overview of the brief, objectives, etc.
b. creative idea – including how the campaign captures the target audiencec. PR strategy – explaining the insight, key message, target audience and creationand distribution of assets
d. PR execution – describing the implementation of the PR campaign, such as
timeline and scale.