Hassa Eliya - NOW IS MINE

Aware of the youth’s frustration with a country tainted with political corruption and turmoil, Zain Iraq, created HASSA ELIYA – NOW IS MINE, a program empowering Iraqi youth to follow their dreams. 3 bands of 17 underground artists were discovered and together launched HASSA ELIYA on social media platforms through an inspiring anthem that asks others to raise their voice. This was coupled with a heavy media campaign that spilled from online to offline and an aggressive PR strategy. Zain Iraq’s brand relevance metric for the youth increased by 31%. The anthem attracted five million Facebook and YouTube views within 72 hours of the launch, and a mind-blowing 16 million to date. With 70 million

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