MBC Al Amal
Media creates mindsets – and MBC is proud to have worked so closely with the great people at UNHCR to build positive narratives around refugees. Through TV programs like Basmet Amal, we’ve created a sense of hope and pride among our audiences for the fantastic work that refugees do with UNHCR.
About the partnership
UNHCR’s partnership with MBC Al Amal – the social responsibility (CSR) arm of media company MBC Group – has helped to shape the narrative about the refugee crisis in the Middle East.
UNHCR and MBC Al Amal launched a series of campaigns in 2015 to support refugees, notably The Lifeline Appeal, which was featured on a dedicated episode of the popular MBC Ramadan show, Khawater.
The appeal raised almost US$5 million to help UNHCR provide cash assistance to vulnerable refugee families.
Another significant fundraising campaign was ‘Stars on Board,’ where a group of Arab celebrities and artists took part in a charity auction on a ship to support Syrian refugees. It raised over US$1 million.
During Ramadan 2018, MBC Al Amal helped us secure 174 free slots of prime-time air space on MBC channels worth US$14 million – to engage, advocate and raise funds for Syrian and Rohingya refugees.
Impact at a glance
- 174 free slots on MBC channels for prime-time air space worth US$14 million – to advocate, engage, raise funds for Syrian and Rohingya refugees
- 1st ever Facebook Live Telethon event – ‘Dafathon’ – in response to the winter emergency in Lebanon, aiming to help 5,000 refugee families
- $250,000 raised in 2017 alone by the Basmet Amal TV series during Ramadan for UNHCR’s cash assistance programs