One of three mobile phone companies operating in Egypt wanted to do a big ad campaign for Ramadan. So they did one and made it not about them. Mobinil opted to do a big ad campaign during the holy month urging people to do small deeds. The commercial came disguised as a long song, but to be frank, this is something nice they are doing.
There are many examples of people doing good deeds to help others...like that community fridge where people stalk it with food, or that community closet or toy shelf for the little ones to enjoy. So many creative ideas to help fellow humans. It could also be a book shelf for people to grab a book and read. You need to do good, we care less about why you do it and more about you actually helping others.
Mobinil featured a song performed by three little known artists who preach a well-known message. The young artists gather people around them to sing and call on people to do good because it's good karma. I usually do not like to give companies free press, but I did not mind this once. This year's message comes in time, always together.