Magdi Yacoub Heart Foundation has launched its ‘The Most Important Beat’ beat campaign, a fundraising initiative geared towards children suffering from Congenital Heart Disease (CHD). The Foundation, together with Publicis Middle East, collaborated with Anghami to bring together two stars from the region, Abu and Dina El Sherbiny, to highlight the condition and drive support for it.
The initiative was developed to support children suffering from the condition in developing countries, where access to timely diagnosis, treatment and long-term care is difficult. This puts the chances of the kid’s survival and a healthy adulthood at risk.
“Through ‘The Most Important Beat,’ we wanted to create a simple but powerful reminder that behind every donation is a heartbeat, and behind every heartbeat is a child deserving of a full, healthy life,” said, Reem Gadelrab, Chief Marketing and Communication Officer at Magdi Yacoub Heart Foundation, “By raising awareness and turning it into meaningful action, we can ensure that more patients receive the highest level of healthcare they need.”
At the heart of this campaign is a song titled, “Da2a Na2sa” (Missing Beat), an original created by Abu and Dina El Sherbiny. The track was released without any beats on Anghami, which aims to mirror the reality of the disrupted life of a child suffering from CHD. “We wanted to create an idea that people could feel instantly. Removing the beats from the song wasn’t just a creative decision, it was a reflection of what happens when a heartbeat is missing,” said Shereen Mostafa, Head of Production at Publicis Groupe.
The beatless song was accompanied by a button that invited people to donate and bring back the beat, taking the campaign from awareness to action. For every donation made, a beat in the song was restored, which contributed towards the goal of providing children with CHD the care they need.
“By allowing donations to literally bring the beat back, we turned music into a living metaphor for hope, impact, and collective action,” added Mostafa.
Once the beats were fully restored, the complete song, along with the music video, was launched. The campaign was further amplified through an overall social campaign that was led by the two singers. Abu and Al Sherbiny used their platforms to raise awareness around the topic, including early diagnosis, treatment and sustained support.
The foundation is still accepting donations for the cause.
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