Published February 1st, 2006 - 12:08 GMT

Trans-Arabian Creative Communications Services (TRACCS), one of the region’s largest and fastest growing public relations consultancies, won the prestigious Gold Award for producing the ‘Best PR Event in the Middle East for 2005 at the first annual Campaign Middle East Awards gala held at Madinat Jumeirah in Dubai. The award was only one of two awards for public relations presented during an evening, dominated by advertising industry accolades. TRACCS had also been short-listed as ‘Agency of the Year’, the only other PR award of the night.

The event that brought home gold for TRACCS was a break-through campaign initiated by Ta’awanuh, the CSR Division of Al Baik Food Systems for Al-Baik restaurants, Saudi Arabia’s leading fast-food restaurant chain. Al Baik partnered with Coca-Cola.

The Al Baik-Coca-Cola Environmental Awareness Campaign, planned, organized, and managed by TRACCS, was launched in Jeddah, Saudi Arabia during the summer of 2005 as part of the United Nations Environmental Program (UNEP) ‘Clean Up the World’ campaign and is the first major sustained initiative in Saudi Arabia ever to address the issue of public littering on a broad scale.

The 6-month CSR event, which lasted from June through November 2005, was supervised from start to finish by TRACCS Managing Director Sarah Al Ayed, who headed up a team of over 25 people to roll out the program, bringing together the sponsors, municipal and other government authorities, private sector businesses, individuals and various agencies to ensure the success of the landmark initiative. Advertising giant Leo Burnett was brought in to support the PR campaign with the development of two innovative cartoon characters, Nazeeh and Wartan, created to communicate the anti-littering message to an audience of all ages in an engaging and entertaining way.  The program included a massive beach clean-up, an extensive series of school visits, competitions for children and adults and a community drive aimed at raising awareness of the public’s responsibility to keep their community clean. As part of this drive over 300,000 people signed pledges to keep their clean, lead by HRH Prince Sultan bin Salman and HRH Prince Mishaal bin Majid. The pledges were collected on 410 banners and displayed on Jeddah’s Corniche during the culmination of the summer program.

The campaign reached millions of people in Saudi Arabia and has helped transform public policy toward environmental awareness, becoming a prototype for other municipal awareness programs.

The award was accepted by Sarah Al Ayed and TRACCS President and CEO Mohamed Al Ayed. “We are delighted that this program has been recognized by our peers in the industry,” Mohamed Al Ayed said. “We are deeply committed to using public relations and communications disciplines to benefit the communities within which we work. We have been lucky to have had a close and long-term relationship with Al Baik, which is one of the most socially responsible companies in the Middle East. We hope that this program can be the benchmark for other CSR initiatives – bringing together private and public sectors in an enterprise that can help transform attitudes and behaviors for the better.  We are grateful to ITP and Campaign Middle East, not only for establishing these awards, but for the long overdue focus they have given to practice of public relations as a serious communications discipline.”

Trans-Arabian Creative Communications Services (TRACCS) is one of the leading public relations practices in the Middle East and the leading public relations practice in Saudi Arabia. TRACCS is today one of the largest public relations networks in the region with 100 employees working in 13 markets across the Middle East, including Saudi Arabia, UAE, Kuwait, Oman, Bahrain, Qatar, Egypt, Jordan, Lebanon, Syria, Yemen, Iran and Libya.  Headquartered in Jeddah, with regional headquarters based in Dubai Media City TRACCS serves a wide-range of local, regional and international clients, including Visa International, Procter and Gamble, Novartis Consumer Health, Kempinski Hotels, The Savola Group, Jeddah Economic Forum, Saudi-Amiantit Group, Allianz and BUPA Middle East among  many others.


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