Hamyaran-e-Mehr (Mehr Allies)

The “Hamyaran-e-Mehr” program is a financial service that offers interest-free banking facilities. This innovative project enables benefactors to crowdfund and bind deeds of conveyance, creating a unique opportunity for individuals to make a meaningful impact in their communities.
Qarz Al-Hasaneh Mehr Iran Bank (QMB), an Iranian financial services and banking company, was on a mission to create positive change in Iranian communities through their innovative financial service, “Hamyaran-e Mehr”. The idea behind the program was to collect small contributions from benefactors and allocates them to larger target groups, such as released prisoners, female heads of households, and underprivileged rural areas.
To build trust and encourage participation in this unconventional charitable initiative, QMB partnered with Badkoobeh Creative Communication Solutions for a 360° campaign in 2018. The campaign leveraged QMB's reputation as a leading Iranian bank to foster social empathy and support among the public.
The campaign included a TV commercial, an OOH artwork, press releases, and a video showcasing the interactive Hamyaran-e Mehr flash mob held at Tehran Book Garden.
The captivating artwork of the campaign showcases the geographical map of Iran while promoting the values of empathy and togetherness.
The experiential marketing event was attended by people from all walks of life, including TV and cinema celebrities and national athletes, who came together to support this worthy cause.