MEMRI

MEMRI: Shifting College Students’ Perspectives on the Hamas Conflict

MEMRI, The Middle East Media Research Institute, enlisted MHCG to design and execute a social action campaign targeting U.S. college campuses. The campaign featured videos and translations of Hamas leadership’s statements on the U.S., women, and LGBTQ+ issues, providing students with an unbiased perspective on the complex Middle East conflict.

To maximize impact, MHCG handled both the creative direction and media buying, securing back cover placements in college newspapers at institutions like the University of Pennsylvania, UCLA, UC Berkeley, and Harvard. In total, 219 college campuses were targeted, generating millions of impressions. The campaign’s messaging emphasized the complexity of truth and encouraged students to explore MEMRI’s trusted, nonpartisan translations via QR codes, bus ads, and digital platforms. In doing so, MHCG also helped build MEMRI’s brand equity among students and faculty across these key campuses.

As a nonprofit, MEMRI bridges the language gap between the West and the Middle East by providing timely translations of Arabic media and original analysis of critical regional trends.

Reach: College newspapers in the U.S. reach an audience of over 20 million students. Many of these students rely on their school newspapers for campus news, events, and social issues, making college newspapers a highly effective platform for targeted campaigns.

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