13 Jun 2024 08:21

Advertising & Marketing

Digital Republic Linked by Isobar brokers Nafham Partnership with Unilever

Facilitating access to online learning in MENA

Unilever will support Nafham’s mission of providing K1 – Grade 12 students with free crowd sourced educational videos covering their national curriculum 

In what aims to revolutionise the way children in the Middle East access education, Unilever and Digital Republic linked by Isobar are proud to announce the brand’s partnership with Nafham, a free online educational video platform that provides students with five to twenty minute crowd-sourced educational videos. 

The Nafham platform currently has more than 23,000 videos covering Egyptian, Saudi Arabian, Kuwaiti, Algerian and Syrian curriculums, organized by grade, term, subject and academic schedule. The free content is available online via Nafham’s website, along with a mobile application and smart TV app. 

Unilever have created a strategic partnership with Nafham through Digital Republic Linked by Isobar’s ‘Innomedia’ product offering (their innovative digital media service).  The partnership comes as a great opportunity for both entities as they work together to engage the community on empowerment and social responsibility in order to promote and instill sustainable social change for good. The partnership will be kicking off with a focus on 3 key Unilever brands: Rexona, Lifebuoy, and Signal. 

Nafham and Unilever will work together across their synergies to position these brands as enablers of social change through education. Each brand will work with Nafham to drive attention and understanding with the youth, leveraging their shared values to shape future generations. 

The tie-up will launch with Rexona’s “Do More” attitude campaign. Reaching out to students through the Rexona University program, and providing online support via Nafham, the campaign will encourage students to ‘move more’. The program will activate in over 20 universities, helping students gain expertise in six main courses, providing coaching in CV writing, goal setting, interview techniques, presentation skills, time management and ‘learning how to learn’. Students will be able to take the online course digitally and on ground at universities, with online support via crowd sourced content, before being accredited with a certification. 

Asad ur Rehman Director Media, North Africa & Middle East at Unilever, said “The best chance of enabling societal change is if everyone is aware of the challenges faced. Unilever has long been invested in social responsibility and raising public awareness of key issues and how these can be overcome. Our partnership with Nafham is a contribution to ensuring the region’s youth is educated and equipped with the basic elements to tackle their own life ambitions.” 

Ahmed Alfi, Co-founder and CEO of Nafham, said, “We are delighted to be able to capitalise on our crowd-sourcing platform and connection to the youth to help raise awareness around the issues at hand and hopefully, slowly but surely, change the way we live and the world we live in.” 

Karim Khalifa, Founder and CEO of Digital Republic linked by Isobar, added, ”There is no better an opportunity for two brands with the same values, commitments and message to come together. We are excited to have enabled this powerful partnership and look forward to working together with Unilever and Nafham to create engaging, educational and potentially life-changing content that will benefit thousands of members of the youth society.”

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