NRS International shortlisted for MEPRA Awards 2017 for #LoveCoats project

12 Nov 2017


NRS International is proud to announce that it has been shortlisted for the Middle East Public Relations Association (MEPRA) Awards 2017 – Social Responsibility and Environmental PR category for its #LoveCoats project. The MEPRA Awards is an annual celebration of creativity and innovation in the public relations and communication industry and is the leading PR awards program in the region.

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Launched on World Refugee Day on June 20, 2017, the #LoveCoats project is a Corporate Social Responsibility-driven PR campaign to empower the young refugee girls at Za’atari camp  through fashion and design. #LoveCoats is an initiative of our in-house CSR and Communications teams, in partnership with Professor Helen Storey, and is executed with the help of PR agency, JpD. The project is supported by UNHCR, IRD, Oxfam, Centre for Sustainable Fashion, JEN, and London College of Fashion, UAL.

Key strategic objectives of our #LoveCoats campaign

LoveCoatsCampaignInfographic jpeg 2At NRS International, our corporate commitment goes beyond selling products. We have a strong CSR agenda and we align our business interests with the Sustainable Development Goals (SDGs). Part of the pledge is to promote Business for Peace. On World Refugee Day we honour the 65 million people who have been forced to flee war, persecution and violence.

Our main objectives:

  • Raise awareness of the ongoing refugee crisis in the Middle East
  • Create a lasting impact to improve lives of refugees, in this case the TIGER Girls
  • Support the Year of Giving, an initiative by UAE President His Highness Sheikh Khalifa bin Zayed Al Nahyan
  • Promote Business 4 Peace, an initiative by the UN dedicated to catalyzing collaborative action to advance peace
  • Advance the SDG agenda, in particular SDG No. 5 – Gender Equality
  • Inspire our competitors in the humanitarian sector to engage in social good campaigns.

Our PR objectives:

  • Build our brand reputation as a committed, engaged, inspiring and socially responsible Dubai company.

Key results and evaluation

We executed a 360-degree multimedia PR campaign on World Refugee Day. The week prior to the activation, we reached out to various media to pitch the story. A social media teaser campaign was also launched on a plethora of social channels (NRS International, UNHCR, Za’atari refugee camp), to build curiosity and momentum.

Click here for the media coverage overview or click on the infographic to see the campaign results.

A legacy that will last for years

We will keep the #LoveCoats project rolling through our continued supply of blanket material. Through this project, the design workshops will foster a creative learning environment for the TIGER Girls in the camps. They will have the opportunity to enhance their clothing design skills and pass it on to the younger girls – creating a legacy that will last for many years. In addition, we are continuously working on sharing the #LoveCoats story and are hoping to bring the extraordinary fashion pieces to the Dubai art and fashion scene in March 2018 (TBC).

Announcement of winners

Winners will be announced on 7 December at JW Marriott Marquis Dubai, UAE.

The MEPRA Awards program will be judged by peers and acknowledges the best practitioners at the top of their game.

To view the complete list of the MEPRA Awards Finalists, click here.

For more real-time updates, follow us on our social media channels.

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