The winning presentation by Amar Abou Zahr and Nadim Karam, of BPN MENA, at the Dubai Lynx Young Lynx Competition. This media plan won the Gold Awards at the 2014 Festival.

1. AmarAbou Zahr
Nadim Karam
+

2. Young Lynx
Media Competition
Presentation

3. Our Ambitions
Building awareness about the Dubai Center for Special Needs
Reaching out to individuals within corporations
Incentivizing them to get involved

4. The SadTruth
The only time people pay
attention to them is when
they are forced to by their
school/company.
It is so easy to overlook
people with special needs;
classifying them as a
burden with no potential
for success in society.

5. With the help of the established local talents (mentors) we have in the UAE, they can help the special people
(protégés) reach their full potential in a very public way.
How can we shed
light on the
forgotten ones?
Exposing
their
untapped
potential
INTRODUCING
THE DCSN
MENTOR & PROTÉGÉ
INNITIATIVE

6. The Idea in Action
Approach the
relevant sponsors in
each field
Document the step
by step educational
and emotional
journey between the
mentor and protégé
Showcase the
content on both
parties media
platforms and
create webisodes.
Exposing their untapped
potential through guidance
from leaders in each field (art,
music, sports etc.)
Introduce their
mentors to the
potential protégés
from DCSN

7. Art as a Pillar
Approaching Art
Dubai as a
sponsor to
provide artists
as mentors.
Showcase the
best works of
each protégé at
Art Dubai, Art
Night DIFC.. And
DCSN’s website
Create a
platform for
online/offline
auctions of
these works,
fundraising art
for a cause.
Have the artist
guide the
protégés
through their
artistic
development

8. Music as a Pillar
Approaching Du as
a sponsor to provide
local music talents
as mentors.
Sell the album as
hard copy with the
ability to purchase
online through
donations.
Document the
musical journey of
the protégés for
people to stay
updated with their
progress.
Have the musicians
guide their protégés
through the
creation of
music/album.

9. It Doesn’t StopThere..
The same strategy of mentor & protégé can live across all creative and active
platforms:
Culinary TheatreSports

10. Benefits of this Idea
• Longevity
• Live on multiple platforms
• Newsworthy & PR-able
(free media)
• Double revenue streams:
from corporations and
end consumers
And most
importantly,
portraying special
need individuals as
capable and
productive
members of
society.

11. The MediaTouchpoints
THE DCSN
MENTOR & PROTÉGÉ
INNITIATIVE
Owned
content
Earned content:
1. Free PR coverage
2. Money earned from
the initiative
3. Associating with the
sponsor’s media
plans