Careem launched ‘Seeds For Gaza’, a community-led donations campaign supporting on-ground humanitarian relief and long-term rebuilding efforts in Gaza during the holy month of Ramadan.
Through ‘Seeds For Gaza’, Careem has integrated these seeds into its logo across platforms, transforming its identity into a clear expression of solidarity backed by action.
Inspired by the Arabic language, within which a single dot can shift meaning, the campaign reimagines these dots as watermelon seeds, a widely recognised symbol of Palestinian resilience. More than a visual gesture, the seeds embody continuity, hope, and a collective commitment to rebuilding lives on the ground.
Mudassir Sheikha, CEO and Co-founder of Careem, commented, “Seeds For Gaza comes from a deep sense of responsibility towards the people of our region. Through this initiative, we’ve made it possible for our customers, restaurant partners, and brands across the region to contribute directly to on-ground relief and long-term rebuilding efforts in Gaza. We believe that when people are given a simple way to help, they will, and together, those contributions can make a real difference.”
Tom Sword, Senior Director of Brand at Careem, added, “We wanted the idea to be instantly recognisable but deeply rooted in this region’s culture. By turning Arabic dots into watermelon seeds, we created a shared visual language that anyone can adopt. At its core, ‘Seeds For Gaza’ is built on the belief that every seed counts, showing how even small actions can help drive real change on the ground.”
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Through the Careem app, customers can support Gaza through a range of simple, direct actions. Donations can be made in just a few taps via the in-app “Donate” platform to trusted partners on the ground. Every watermelon purchased on Careem Quik and every ‘Seeds For Gaza’ t-shirt sold contributes 100 per cent of profits to relief efforts. Over 100 participating restaurants on Careem Food including Al Safadi, Maiz Tacos, Bait el Khtyar, and more will also dedicate a portion of their orders to the cause.
Careem has released the open-license ‘Seeds For Gaza’ typeface in Arabic and English, enabling individuals and brands to turn words into statements of solidarity by planting watermelon seeds into letters. The campaign also features a ‘Seeds in Your Name’ generator, which can be accessed through a dedicated website, allowing people to plant seeds into their own names as personal pledges for Gaza that can be shared on social media.
‘Seeds For Gaza’ invites organisations across the region to adopt the campaign identity and support on-ground relief in Gaza through direct donations. The initiative has already partnered with The Big Heart Foundation, with brands such as Tabby, Justlife, Washmen, Wamda Capital, Venture Souq, and FitRepublik integrating the seeds into their logos and backing their participation with tangible contributions.
The campaign builds on Careem’s broader commitment to enabling social impact through its platform. In 2025 alone, Careem facilitated over USD 700,000 in donations across the region, supporting emergency relief, education, and community initiatives.
Careem Creative Studio
Global Head of Brand & Creative – Tom Sword
Creative Director – Habiba Allam
Creative Director – Rodrigo Scapolan
Senior Creative Manager – Madhurima Ray
Senior Creative Manager – Phellippe Samarone
Senior Brand Manager – Hugh Phillips
Creative Manager – Sara Albach
Creative Manager – Arwa Elmahallawi
Creative Manager – Kalpit Bothra
Creative Manager – Manar Debbas
Creative Manager – Isabel Goulart
Creative Manager – Antonio Chao
Motion Design – Marcio Rodrigues
Motion Design – Lukas Pimenta
Motion Design – Pedro Alk
Motion Design – Pedro Lima
Director of Social Media – Ahmad Dghaim
Senior Content Manager – Willy Yuen
Social Media Manager – Dina El Hallak
Senior Social Media Executive – Sara Alamuddin
Senior Community Management Manager – Hadi Alsaoudi
Marketing Director – Merlin Yilmaz
Associate Director Communications – Lorena Copty
Senior Communications Specialist – Urooj Mirza
Senior Communications Specialist – Madhuriema Pant
BigFoot – Film production
Director- Ali Abdeldaym
AD- Patrick Khawand
Cast -Haneen Zawahra
DOP- Andrey Gubenko
1st AC- Roland Bou Diwan
Gaffer- Roland Baghdadi
Executive Producer- Ali Seifelnasr
Producer- Rania Salame
Producer- Hesham Marold
Assistant Producer- Elissa Hammoud
Production Coordinator- Yolande Farah, Linda Turki
Art Director- Kumai Obeid
Prop Master- Mariam Nahlawy
Stylist- Windy Ishak
HMU Artist- Renee Kastoun
Sound- Jad Asmar
MangoJam – Sound
Executive Producer – Wilbur D’Costa
Composer – Darrel Mascarenhas
Typography
Tarek Atrissi
