Philadelphia Creativity for a Cause Women's Campaign Instituted

Philadelphia announces a reward upto AED100,000 to the winning idea

• Extends its Women’s campaign to reach out to a wider audience in its 5th year
• Campaign widens scope to include women with a creative idea for the benefit of community
• Entries can be made by logging onto www.phillyarabia.com or by tweeting the idea to #phillycreate

Dubai, UAE – March 12th 2014 – Philadelphia Cream Cheese from Mondelēz International (formerly Kraft Foods) inaugurated the fifth edition of its Women’s campaign with the launch of Philadelphia Creativity for a Cause, that invites women to share a unique and creative idea and Philadelphia will support the winning idea with a prize money upto AED100,000.

The conference saw the presence of the campaign’s eminent judges; Fatema Al Mazrouie, an Emirati artist, Hanan Al Qattan, a Kuwaiti writer and a strong advocate for women development and Lamia Al Rumaih, an award-winning Saudi photographer.

For the first time, the campaign has empaneled a team of mentors who will guide the shortlisted participants in carving and exhibiting their idea before the final presentation. These mentors are women who have walked this talk and are from our past years campaign viz., Mina Liccione – Founder of Clowns who Care, Saher Shaikh – Founder of Adopt-a-Camp and Founder Care Packages for laborers, Sandra Saksena – Financial independence counsellor for women, Lesley Cully – Founder of Buckle Up in the Back and Azza Al Qubaisi – leading Emirati sculpture and jewelry artist.

This fresh approach to the widely successful women’s campaign has been adopted to include ‘everyday’ women who want to make a positive difference in the community but lack the resources to execute it.

The jury members will shortlist the nine most creative ideas who will then be mentored at a workshop. Post this; the public will be invited to vote online for the most unique idea that supports the community. The winner, chosen collaboratively by public voting and the panel of judges will be announced at an awards ceremony, held in Dubai in May.

Expressing his emotions on the fresh creative direction of this women’s campaign, Mr. Vishal Tikku, VP and Area Director, Middle East for Mondelēz International stated, “This is a momentous day in the journey of our women’s campaign. At the launch of the campaign’s fifth year, we continue to accentuate women and philanthropy with our enriched campaign structure to reach out to a wider audience. Everyday women with a will and a brilliant idea will be able to participate and have a chance to bring the idea to life and make a difference to her community.

We believe that an incredible idea needs a modest boost of financial aid, support and guidance and most importantly an opportunity to bloom. Our campaign this year has taken a step in this direction which will then play a role in benefiting the community at large.” added Tikku.

Philadelphia will also organize women’s forums in leading Women’s Universities in Jeddah and Riyadh to provide direction, inspiration and a channel that will accelerate success in their creative pursuit for the community.

Send in your idea that could bring about a positive change in the community on www.phillyarabia.com or simply tweet the idea on #phillycreate. Participation is open till 12th April 2014.