Youmna Hassanein, Innovation Intern
Transforming the Lives of the Homeless
In the heart of Morocco, where the challenges of homelessness are exacerbated by the COVID-19 health crisis and subsequent social and economic downturn, Jood Association has emerged as a hero in adversity. Their unwavering commitment to nurturing a strong civil society by uplifting the underprivileged has transformed lives, offering not just immediate relief but also the social and economic re-integration for 492 homeless individuals since their establishment in 2021.
The Icon of Change
Founded in September 2015 under the visionary leadership of Mrs. Hind Laidi, Jood started as a humble initiative providing warm meals to neglected individuals. Over the years, their grassroots movement expanded to encompass clothing, blankets, medicines, and active outreach, reaching cities like Marrakesh, El-Jadida, and Tanger. In 2020, Jood was awarded the "Icon of Change" recognition for establishing 14 temporary centers and supporting nearly 14,000 families. Mrs. Laidi encapsulates Jood's ethos, stating, "Jood is our duty of conscience," emphasizing their relentless commitment to aiding the homeless.
Jood Association’s team in action
Innovative Crowdfunding to Reshape Lives
Jood's transformative journey took a remarkable turn in 2021 when they joined the Tadamon Crowdfunding Academy to launch a campaign dedicated to reshaping the lives of the homeless through social and professional integration into Moroccan cities. In a stellar display of resilience and innovation, Jood surpassed its goal, raising over $116,600, an astounding five times more than the initial target of $22,500.
A significant portion of this generous sum came from key contributors, with Ford Motors Company donating $50,000 and LCC1 contributing $24,000. The remaining $42,600 was collected through online donations during their crowdfunding campaign, illustrating the power of community engagement and collective compassion.
“This campaign was a major challenge for us, and we joined the Tadamon program because, with a program as dense and intense as it is, we expect to be mentored and guided to meet every challenge to make a success of our first fundraising campaign” expressed Myriam Benzakour, the Director of Operations and Communications at Jood. To inspire donations, Jood implemented innovative tactics such as providing perks including a drawing with attractive prizes such as hotel getaways, plane tickets to Dubai, and artwork by a Moroccan artist. This creative approach, combined with an event that included the preparation of 600 meals for the homeless by distinguished chefs on the campaign's last day, drew attention from prominent public figures and was streamed live on social media to raise awareness.
Jood´s campaign video
Empowering the Homeless Together
The compassionate contributions from donors and the community played a pivotal role, enabling 23 homeless individuals to find hope and reintegrate into society. "The most striking aspect of this story is witnessing the dreams of 23 homeless individuals, who lost both their homes and jobs, come true. The opportunity to regain a small shelter and achieve financial independence has become a reality, thanks to the engagement of civil society, companies, and individuals,” shared Myriam.
Helping homeless people
Shelter and essential equipment to earn a living through delivery services were provided to individuals living in precarious situations. Motorcycles, auto-entrepreneur cards, and enrollment in Morocco's public social security paved the way for economic empowerment which was especially crucial after winter floods devastated homes and businesses.
Jood´s integration initiative
In the tapestry of adversity, Jood's campaign funds not only offer tangible support to homeless individuals but also weaves the threads of their future, creating opportunities for enhanced living conditions and integration. It shines as a testament to the transformative power of collective compassion and the potential for lasting change when a community unites to uplift its most vulnerable members.
Learn more about Jood´s work and support them.