The campaign coincides with World Autism Day and aims to attract curiosity behind the hashtag #⁄‘«‰Â„ (‘for them’ we changed to the color blue). By responding to the campaign, people would be redirected to the website Jaribha.com where they can donate to Abeer2. Abeer Al-Safran, a co-founder of Abeer2, said, "We are proud to launch this campaign that supports the humanitarian cause of aiding those with intellectual disabilities, with a specific emphasis on autism. We are working hard to spread awareness in society and try to reach families who have similar cases, as they need special care to help integrate them into society. We achieve this through providing a specialized center for children and young adults with intellectual disabilities where experts can provide them with the educational support they need to develop their skills and help them achieve their true potential. Thanks to your donations and support, we are able to continue on this journey and provide the best services that we can offer.”
Al-Safran conveyed gratitude towards Horizon FCB’s active role in supporting this cause. From planning to launching the campaign, the agency attracted media coverage and sparked the interest of the community with a noticeable response from Kuwaiti youth. Many organizations supported this cause by spreading the message through coverage, printing, distribution, and social networking. As part of Kuwait Voluntary Work Center, Abeer2 was established in 1999 to help integrate those with mental disabilities into society with the help of trained volunteers and specialists.
‘The Cause’ project falls under GUST’s corporate social responsibility involving the collaboration of students and faculty. These efforts are in line with the United Nation’s sustainable development goals and also touches upon a local community issue. Horizon FCB is an advertising agency with 40 years of experience across the region. It focuses on creativity and responsibility, producing ideas that affect customer behavior. Horizon FCB is part of the Horizon Group, which includes BPN (media planning and buying agency), Blue Barracuda (digital agency), Golin (public relations agency) and Frontline Shopper (shopper marketing agency), with more than 400 staff members across the region. It is also part of Interpublic Group (NYSE: IPG).