Context
A national fundraising initiative relaunched after 25 years.
AMH (Association Marocaine des Handicapés) is a leading NGO dedicated to supporting people with a disabilities across Morocco. In 2025, the organization decided to bring back the Téléthon, a national fundraising initiative that hadn’t taken place in nearly 25 years. The goal was to help fund the expansion of one of its healthcare centers and improve access to long-term medical care. The challenge was to reintroduce this large-scale public campaign without relying on outdated, pity-based narratives. The focus was on inspiring support by portraying people with disabilities with dignity, clarity, and respect.
ROLE & SCOPE
Led the creative and strategic direction of a national, multi-channel fundraising campaign.
- Creative Direction
- Visual Identity System
- Campaign Storytelling
- Video & Motion Content
- Multi-Channel Activation
How do you ask for mass support while preserving dignity, trust, and respect?
Creative Approach
Reframing fundraising through dignity, clarity, and trust.
Instead of asking for support through emotion or urgency, the campaign was built around restoring trust. The creative approach focused on showing people with disabilities as individuals with presence, voice, and everyday dignity, not as symbols of suffering.
TV broadcast
Results & Impact
The Téléthon 2025 campaign successfully mobilized large-scale public support through a coordinated national TV and digital activation.
- $540,000+ raised in donations
- National TV audience: 8.4M viewers
- Digital reach: 8M people
- Video views: 6.2M+
Beyond fundraising, the campaign helped re-establish public trust in a national initiative that had not been activated for over two decades.
"With Ismail Louafi, we found more than a creative lead, we found a partner with heart. His vision, care, and sensitivity brought to life a deeply human Téléthon, true to our values and carrying a message that resonated with thousands."
– Amina Slaoui Laraki
President AMH - philanthropist & social entrepreneur
