“TBWA for Good” – the agency’s newly launched CSR initiative – had a two-fold objective this year: help refugees through a partnership with the UN and save the Lebanese Mountain Trail (LMT). The activity brought together team members from the UAE, KSA, Qatar and Lebanon offices to raise funds and awareness, as well as to join the trek.

After a random selection and fund-raising, 24 TBWA members trekked their way through the LMT for four days.

Reda Raad, CEO of the network, says, “Due to a lack of support, awareness and funds, there was a risk that this trail, which had existed for years, might not exist anymore. It was such a beautiful part of our country’s heritage that we took it upon ourselves to raise awareness.”

For Raad, one of the things that stood out the most was the passion with which the team supported the initiative. Movie nights, as well as food and bake sales, were some of the ways through which the teams raised funds, which were then equally divided between the two causes.

While Raad wouldn’t comment on the exact amount raised, he did say the initiative generated enough to keep the trail going for the next few years.

He hopes to continue “TBWA for Good” in the coming years by expanding its scale, including more offices and championing causes of a more universal nature. “We say we are in the business of people and talent is the name of the game. And this is a great way to get to know that talent,” he says.