Al Nahda "Choose to Challenge" Campaign
An Advocacy Campaign to Spread Awareness on Gender Equality And A Lyrical Video to Promote Female Advancement
Project Type
Digital Marketing
Achievements
Muse Awards Platinum Prize for “Non Profit Integrated Marketing”
Luum Awards Gold Winner for NGO Campaigns “Institutional Communication”
Challenge
“Al-Nahda” is a non-profit organization dedicated to the women empowerment in KSA. In 2021, Al-Nahda reached out to Blue Hat and commissioned us to create an advocacy campaign for International Women’s Day (IWD) in order to spread awareness on gender equality. Additionally, we leveraged Al-Nahda’s corporate lyrical video which was set to promote female advancement.
Intervention
Being an NGO in KSA dedicated to the social and economic empowerment of women, Alnahda wanted an International Women’s Day (IWD) advocacy campaign that would trigger conversations and reach as many people as possible with the issue of gender equality. On the other hand, Alnahda was also aiming to release a lyrical corporate video, during March 2021 (IWD month), that will celebrate the advancement of women empowerment.
We started off by using trendy “dictionary-style” content on Social Media platforms, to unpack women empowerment related-terminologies that were found in the lyrical video and were core to the #ChoosetoChallenge - global IWD theme of the year. This acted as a teaser to the campaign, as excerpts from the corporate video’s lyrics were used. In addition, the unpacking of the terminologies served to teach the public about the terminologies of gender equality.
Campaign Identity
We designed a campaign identity that was inspired from both the IWD, and Alnahda’s identities. To accurately reflect Alnahda’s identity throughout the campaign, we created resonance through a collage effect of inspiring photography, and different motifs, such as: hands (representing solidarity), a torch (representing empowerment), stairs (representing progression), the colors red and purple (representing Alnahda and IWD).
Online Campaign
On one hand, the online campaign showcased interviews on social media platforms with female subject-matter experts from various industries talking about their take on women empowerment, and featuring women doing the #ChoosetoChallenge IWD pose on Instagram. Additionally, the Arabic lyrical video was grounded in the IWD 2021 context by explaining complex gender-related terminologies through the lyrics of the video in a dictionary-style format. We created featured Instagram stickers, posts, stories and also proceeded with a customized Arabic hashtag that reads #ChoosetheChallenge, and resonates with the Saudi culture. Consequently, we shared key infographics about the status of women empowerment in KSA, and also invested in targeted social ads.
We then moved on to the Lyrical video and unpacked its lyrics, which were filled with gender-related terminologies. We featured snippets of interviews with the artists explaining the murals’ messages and businesswomen tackling women’s roles, as well as the importance of advocating inclusion. We designed stickers teasing both the murals and the video. Along with a series of online talks, we featured influencers on-boarding through the IWD pose, alongside relevant infographics. The release of Alnahda’s corporate lyrical video was aligned with IWD and the content was posted ahead of the video, teasing its release.
Offline Campaign
On the other hand, the offline campaign was based on a collaboration with 4 graffiti female artists to paint murals in Ad-Diriyah, an iconic landmark that serves as KSA’s soul and continues to embody the country’s rich heritage and civilization.Their artistic expression showcased the true meaning of women empowerment: the murals created a buzz offline, especially as they aligned with KSA’s efforts towards championing gender equality. We then invited followers to share snaps of the murals with the hashtag #LocateTheMurals.
Results
The campaign culminated in the reveal of Al-Nahda’s new corporate video towards the end of March. With our efforts, we were able to develop an integrated marketing campaign that reached the general public in KSA, as well as released a lyrical video during IWD that preaches women empowerment using gender-related terminologies. With an ads budget of $6,000 split between Instagram and Youtube, over one month, we achieved significant numbers of:
Instagram:
- 1.7M+ impressions; 2,214% increase
- 938 saves, 579 forwards
- 874.4% increase in engagement
- 1,000+ Followers
- 489,557 Giphy Sticker views
Youtube:
- 25,939 views (2 videos)
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