Fondation Mohammed V

The Mohammed V Foundation for Solidarity was established and inaugurated in 1999. Guided by its motto “Ready to help the needy”, it has been involved, jointly with other social players, in the fight against poverty.

This foundation provides relief to victims of natural disasters, providing food and support. It welcomes Moroccan nationals living abroad and supports NGO programs. It also supports centers for the advancement of women, hostels and boarding houses for children, homes for the elderly, student hostels, facilities to attend to the handicapped, sports complexes, facilities for coaching and supervising young people involved in social and cultural activities, health care centers, and equipment for public hospitals. This foundation also has a strong focus on improving basic infrastructure, literacy, informal education, vocational training, developing activities and setting up sustainable income generating units, particularly for women in rural areas.

As you can tell, it pretty much does it all! It’s the biggest Foundation for Solidarity in Africa and every year there is a pitch competition open to the public for the next ad campaign. Each year I try to participate, and in collaboration with Kods Ouaissi, one of our proposals was finally selected for the 2013 campaign.

It was a great experience and this ad is a great representation of my style and the kind of direction I prefer to take. I call it: Advertisment Documentary.

This film tells the story of a young boy who, after losing his father, and without anybody to support him, had to leave school and move to the city to work at a very young age. The film shows the kinds of jobs he must work to survive and the sacrifice that comes with it. In the second portion of the film, the situation changes for him after finding the Fondation Mohammed V. He got to go back to school, learn a trade, and make friends. It gave him the tools to start a new, better, and brighter life.