AlNahda "Balance For Better" Campaign
#BalanceforBetter: Triggering Action for Gender Equality in KSA Through Impactful, Digital Communication
Project Type
Digital Marketing
Achievements
IWD Best Case Practice for “Amplifying Awareness Rising” Category
Challenge
AlNahda is a non-profit organization dedicated to the social and economic empowerment of women through the execution of numerous social support programs.
With Saudi women making up 51.8 percent of university students but only 22 percent of women in the workforce, AlNahda saw great potential to make huge strides towards gender equality in Saudi Arabia.
For International Women’s Day, they wanted to create a campaign that would change old perceptions around women’s rights and trigger action towards women’s empowerment. The campaign also had to offer both women and men the opportunity to voice their concerns in a safe and supportive environment.
Intervention
Through close collaboration with AlNahda, we worked on a bilingual (Arabic/English) digital campaign across Instagram and Twitter that reversed gender stereotypes in the lives of Saudis at home, at work and in wider society. We created 6 authentic videos showcasing real people in real scenarios making a positive contribution to gender equality.
AlNahda hosted a series of roundtable discussions that gathered experts from government, private and non-government sectors to explore obstacles and solutions to women’s equity in the labor market. AlNahda then presented the findings from the roundtable discussions to the general public at the start of an impressive on-campus event.
We designed the on-campus event to act as a safe space for attendees to discuss the issues around gender equality. It featured:
-A pledge wall, where 244 attendees committed to achieving gender balance at home, at work and online
-A donation space where attendees could contribute to fundraising for AlNahda’s support programs
-An audio hallway experience that showcased the stories of women who challenged gender norms to fulfill their potential
Results
AlNahda’s International Women’s Day campaign sparked conversation around the active roles of both women and men in society and the workplace in Saudi Arabia in order to change perception and trigger action.
The online campaign triggered reactions and created useful insight for AlNahda and helped viewers rethink their conventional attitudes toward gender roles. Each video received more than 34,000 views!
The on-campus event at AlNahda’s Riyadh headquarters was an interactive way for the 300 attendees to encourage steps towards achieving gender equality in Saudi Arabia and raise funds for AlNahd’as life-changing work.
We were thrilled to be recognized, along with AlNahda, as a Best Case Practice in the IWD “Amplifying Awareness Raising” category.
People Also Viewed
Blue Hat™ - All Rights Reserved.