Memac Ogilvy Public Relations, the Middle Eastern operation of Ogilvy PR, and GROHE, world’s leading German manufacturer in the sanitary fittings, enjoyed an unprecedented announcement of the ‘International Public Relations Association (IPRA) 2016 Golden World Awards (GWA) for its “Turn Water into Food” campaign in KSA.

Established in 1990, the IPRA Golden World Awards (GWA) initiative recognizes excellence in public relations practice worldwide. It constitutes the most genuinely international grouping of public relations practitioners worldwide, active not only in promoting exchange of information and co-operation in every sector of the profession, but also in building a program of professional development opportunities and other initiatives aimed at enhancing the role of public relations in management and international affairs.

“I am honored to announce that Ogilvy Public Relations was rewarded at the IPRA Golden World Awards (GWA) for the diligent work that has been completed for GROHE’s TWIF initiative in KSA,” said Saada Hammad, Regional Director Memac Ogilvy Public Relations MENA. “Our work could not be recognizable without the trust of our clients with our creativity and originality. These awards are a great acknowledgement for the efforts of our teams across the region; they have my deep thanks and respect”.

Piloted in 2009, The “Green Mosque” initiative seeks to increase public awareness about water conservation techniques and to secure the future of this precious natural resource. In 2014 GROHE partnered with the Sharbatly Foundation & installed 40 environmentally-friendly self-closing faucets in the ablution rooms inside the mosque. The aim will always remain to reserve the effects of irresponsible water practices in the region. Back then 3,460 liters of water were saved and converted into 346 boxes of food and distributed to families in need.

“Rewarded for our WaterCare program for the second time in the MENA, we are keen on enhancing and optimizing sustainability regionally. As a matter of fact, our program did not only increase water conservation awareness, it has also enabled us to finance sustainable food resources for families in need to improve their standard of living” said Lina Varytimidou, GROHE East Mediterranean, Middle East and Africa Public Relations Director and Head of GROHE SPA.

In line with the Kingdom of Saudi Arabia’s Vision 2030, environmental awareness is at the heart of its plan, as it raises awareness on the importance of environmental sustainability and discusses the promotion and optimal use of water resources by reducing consumption and utilizing treated and renewable water. Thus, the remarkable success of this initiative encouraged GROHE to implement the TWIF in other countries in the MENA region starting from Egypt and Turkey.