Al Nahda "Break The Bias" Campaign
Together We #BreakTheBias
Project Type
Digital Marketing
Achievements
Muse Creative Awards Gold Prize for “Non Profit Integrated Marketing”
Purpose Awards Shortlisted for “Best Equality & Inclusion”
Challenge
On International Women’s Day (IWD) 2022, Alnahda took part in the international set theme of #BreakTheBias. Alnahda is a Saudi nonprofit dedicated to empowering women socially and economically through the execution of different projects. Their main goal is to achieve gender balance and emphasize the importance of inclusive decision-making for women in various aspects, in the aim of imagining a world free of bias, look inwardly at our actions, all day every day.
For the occasion, Alnahda participated through a campaign that highlights the importance of breaking the bias with a variety of activations implemented online and offline. They wanted to harness International Women’s Day as an opportunity to shed light and change behavior vis-a-vis the topic of breaking biases. The three main objectives of the campaign were:
Raising Awareness: Building awareness about the IWD event and breaking gender biases.
Nudging for Action: Pushing for action and triggering conversation among the general public.
Relevance & Impact: Reminding the public about Alnahda’s vision and values, and in parallel triggering ongoing support for Alnahda’s mission.
Ensuring Inclusivity: Ensuring Alnahda is relevant to a younger audience (Gen-Y & Gen-Z), and the campaign is gender-inclusive and engages males and females equally.
Intervention
Our strategy for the campaign centered on the "Nudge Theory" by subtly leading the general public in Saudi Arabia to re-examine their daily actions and behavior in the hopes of uncovering (un)conscious biases manifested in daily decision making and choices, in the hopes of driving positive behavior change in the Saudi society. To reach this goal the campaign was divided into two parts: online and offline.
Online Campaign
Role-Play Test
Following a role-play format, we launched an online test that includes real-life scenarios pertaining to the Saudi culture that the general public can answer in order to uncover whether their decisions are biased or not.
The back office included a variety of fifteen questions that were divided into groups of five, each pertaining to a topic: invisible labor at home, parenting, entrepreneurship, labor, financial, and digital inclusion. We ensure the questions of the test will be randomized every time someone accesses the test to avoid redundancy in questions. The test only featured five questions per session for every user to ensure it doesn’t take more than two minutes to complete. The questions were all centered on role play and driven from every-day life scenarios that allows users to uncover (un)conscious biases manifested in daily decision making and choices, in the hopes of driving positive behavior change in the Saudi society.
At the end of the test, the users received the result of their decision ranged from; “You have more potential to unleash! / You are a gender champion!“ / to “You are Capable of Making a Difference in Society!” each depending on the total numerical score of the outcome of the test and were presented with educational material that could guide them on the steps to take to actively break the biases in each of the above-mentioned fields. The educational material was also published as part of the social media campaign on Alnahda’s social media channels, in addition to being embedded in the test.
Partnerships
In order to encourage users to take the test and impact the highest number of individuals possible through this campaign, Alnahda collaborated with two F&B partners; Huna Cafe and Respire Lounge who provide users with free coffee upon completing the test. Branded campaign posters were hung up at both cafes with a QR code that led to the test, in order to increase traction.
Social Media
For social media, educational content based on reports and statistics curated by Alnahda’s research center around the topic of gender bias in Saudi Arabia were published online. The insights published mirrored the same categories of the test’s questions: invisible labor at home, parenting, entrepreneurship, labor, financial, and digital inclusion. The content was also followed by “actionable steps” that users can take and implement in their daily lives to help break forms of bias on a daily basis.
Offline Campaign
In collaboration with third-party suppliers we designed an installation featuring #BreaktheBias hashtag and empowerment messages (bi-lingual English/Arabic) that aim to trigger curiosity of passersby around the topic of “gender bias” and its repercussions on our daily lives. The #BreaktheBias installation was placed in two key areas around the capital Riyadh, Saudi Arabia. At the installation, ushers helped explain further the “#BreaktheBias” and invited passersby to pose in front of the installation to take a photo as a symbolic pledge by crossing their arms in a form of “X” to show solidarity as per the IWD guidelines for theme for 2022. The installation also featured a QR Code that invites people to take on the “#BreaktheBias” test and uncover forms of bias in their everyday life while waiting to have their photo taken.
The installation was made out of bronze metal with custom-designed 3D letters cut out in a repeated pattern. It was also lit from the inside, so that during the eventing it can create an aesthetically appealing effect when the light spreads out on the surrounding area along with the laser-cut effect of the typography.
Campaign Identity
The campaign identity included the symbolic purple, the official IWD color, and the iconic red, which is Alnahda’s brand color. It also focused on two main motifs: the “Break The Bias” official IWD crossed arms pose for 2022 and an artistic typography that consisted of repeating the word “Break The Bias,” which acted as a subtle visual nod “to amplifying the message”. The typography echoed the repetition we can find in the actual #BreaktheBias installations.
Results
Each part of the campaign served a purpose as the online campaign with the test was created to ensure inclusivity, nudge for action, and create relevance with day-to-day real life scenarios, while the installation was created to raise awareness. Every touchpoint throughout the campaign created impact manifested through the numbers generated and the immense interaction both online and offline.
The most interesting part of this campaign consisted on the following:
Harnessing the Zeitgeist: Harnessing a renowned occasion (IWD) in order to amplify the message of Alnahda of women empowerment and gender balance together in an offline and online campaign that also meets Vision 2030 goals in Saudi Arabia.
Triggering Behavioral Change: Implementing "Nudge Theory" through the online test by subtly leading the general public in Saudi Arabia to re-examine their daily actions and behavior in the hopes of uncovering (un)conscious biases manifested in daily decision making and choices, in the hopes of driving positive behavior change in the Saudi society.
Ensuring Inclusivity: Inviting the general public of all walks of life in Saudi Arabia to examine that day to day life decisions and behavior and take a symbolic pledge by the cylindric installation by striking the IWD pose for this year with their arms closed.
Rewards & Collaboration: Attracting a younger generation through key partnerships with F&B partners, prominent and trendy locations, as well as, rewarding participants with relevant prizes for contributing to the campaign be it in coffee voucher or a free daily access to a co-working space.
Installation / Creative Work: Echoing the patterns in the installation all through the campaign identity enabled the project to depict consistency. The implementation of the light reflections allowed Alnahda to harness an Instagrammable moment. In addition to the #BreakTheBias test that allowed people to engage in real-life role play scenarios.
As a result of this campaign, with a low budget of 6000 USD, we were able to secure:
- Total impressions: 2,428,926
- Post engagement: 30,361
- Test page views: 26,900
- Test Participants: 4,000
- Coffee Vouchers Claimed: 3,551
Timeframe: 7-22 March
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