Moor
A Daraj Media-led initiative shedding light on the water crisis in the Arab region and its impact on vital cultural traditions.
Project Management
From content strategy and social media management to media planning, our team oversaw every layer of execution — including media partnerships, external hiring, and platform growth. Under our management, Moor’s Instagram following grew by over 300% in one year.
Production
We created the Life Without Water campaign to highlight the essential role of water in sustaining traditional crafts like arak distillation and soap production. These family-run businesses, passed down through generations, risk disappearing without access to this vital resource, which in turn threatens our Arab heritage and cultural traditions.
The second part of the campaign consisted of interviewing key influencers to spark conversations about the region’s water crisis, we aimed to raise awareness about the far-reaching consequences of water scarcity.
Moor is an initiative led by "Daraj" in collaboration with partners from various Arab regions, Moor creates a space that sheds light on the issue of water in the region, its causes, and prominent solutions.
How we helped
Video Production, Campaign Strategy, Social Media Strategy and Media Planning, Social Media Content Development & Management.