Global Gumbo Group and Save the Children Partner to Benefit Thousands of Children in the Middle East

Thousands of children and hundreds of mothers across the Middle East have participated in the Healing and Education through the Arts (HEART) programme, a unique collaborative venture between Save the Children and Global Gumbo Group (G3) a subsidiary of Crescent Enterprises, made possible by funds raised from sales of G3’s hit charity single, ‘Tomorrow-Bokra’. 

‘Tomorrow-Bokra’, an Arabic adaptation of Quincy Jones’ Grammy-award winning song, ‘Tomorrow (A Better You, A Better Me)’, was produced by multiple Grammy Award-winning music producer Quincy Jones, Moroccan-born Grammy nominee Red One, and Emirati social entrepreneur and CEO of Crescent Enterprises Badr Jafar – debuted at number 1 on the charts and went on to become one of the fastest selling Arab songs of all time with over 11 million views on YouTube alone. All proceeds from sales of the hit single were donated to initiatives in support of the region’s youth through culture and arts, including the HEART programme in partnership with Save the Children, and the Abu Dhabi Music and Arts Foundation. 

Since the release of ‘Tomorrow-Bokra’ in November 2011, proceeds have already enabled 4,478 children and 490 mothers in the West Bank and Jordan to participate in the HEART programme. The unique initiative gives children who have been affected by chronic stress and poverty a platform to heal through artistic processes, allowing them to express emotions, develop resiliency, and help them learn through creative activities that incorporate math, language, history, and science.  

“The HEART programme has demonstrated the vital role art plays in the healing process and the critical learning skills that these children need to succeed in their education under such difficult circumstances,” said Soha Ellaithy, Senior Director at Save the Children, Gulf Office. “With the ongoing conflict throughout the Middle East, it is of paramount importance that children are given every opportunity to develop and grow. Through our partnership and funds raised by G3’s ‘Tomorrow-Bokra’ project, together we have made a life-long impact on the lives of thousands of children in the West Bank and Jordan. Last year, Save the Children supported more than 2.5 million children in times of crisis in this region, and with the support of organisations such as G3 we aim to increase these numbers in 2015.” 

 “Art can be one of the most powerful tools in a child’s development, particularly for those who are in some of the most unimaginable circumstances including war and poverty,” said Wissam Khodur, Executive Director, Global Gumbo Group (G3). “We are very proud to partner with Save the Children on such a unique programme that thrives on this very notion of making a distinct and lasting impact on the young lives throughout the region.” 

As an extension of G3’s partnership with Save the Children, in December 2014, at the Dubai International Film Festival (DIFF), the company premiered ‘Bokra The Film’, a feature length documentary that takes viewers on a journey across the Middle East from Morocco to Jordan with behind the scenes footage of the song’s creative process and the inspiring stories that demonstrate the power that the arts can play in the lives of disadvantaged youth, showcased through the development and success of HEART. The documentary, presented by G3, directed by Emirati filmmaker Ahmed Abdulqader, and produced by Quincy Jones, Badr Jafar and Emirati director Ali F Mostafa, is set to screen at several international festivals, helping to spread the message of the song worldwide and further raise awareness and funds for the charities it supports.