Project Overview
Hassan Abbas Zaki Development Association is one of Egypt’s oldest and most respected charitable organizations, founded in 1966, supporting vulnerable communities through social, educational, health, and economic empowerment programs.
Strategic Insight
Most people want to do good, but they only act during specific seasons (Ramadan, Eid) or when reminded. They often forget the ongoing needs that exist all year round.
The Challenge
Charitable donations are seasonal and emotion-driven, creating funding gaps throughout the year. Many people don’t know where or how to donate outside of major holiday campaigns.
The MassHeads Solution
Launched the “Yedoom El Kheir” campaign—building a consistent, heartfelt social media presence that tells powerful stories of real impact and reminds people that goodness belongs in everyday life.
Project Visuals
