Last September, a devastating earthquake struck Morocco, severely affecting the Marrakech-Safi region and Al Haouz Province. In response to this tragedy, an exemplary humanitarian initiative was born: transforming advertising panels into makeshift shelters.
The birth of a unique humanitarian project
The Casablanca humanitarian organization, Jood, in collaboration with Wunderman Thompson Morocco, launched the “Life-Saving Outdoors” project. This initiative aims to repurpose 4 by 3-meter advertising billboards into waterproof, sturdy, and thermal tents. These temporary shelters offer a refuge for people who lost their homes, especially in mountainous regions.
Rapid and effective implementation
The response to the crisis was remarkable. Just 48 hours after the earthquake, around fifty tents were set up, providing emergency shelter to nearly 400 families. Three months after the disaster, the project facilitated the construction of 1219 tents, thanks to the support of various local stakeholders, including printers.
Sustainability and reuse: at the heart of innovation
The ingenuity of this initiative is not limited to its quick execution or immediate impact. It demonstrates a sustainable and ecological approach, reusing available materials to meet an urgent need. This isn’t the first time such billboards have been repurposed for a good cause.
Innovation at the service of solidarity
The “Life-Saving Outdoors” project is a poignant example of how creativity and innovation can transform a disastrous situation into an opportunity for aid and hope. This Moroccan initiative perfectly illustrates how ingenious solutions can be implemented to provide concrete and immediate support in times of crisis. It reminds the international community of the importance of adaptability and solidarity in the face of natural disasters.
