Alnahda "Violence Against Women" Campaign

16 Days of Activism: Mobilizing Support for The Elimination of Violence against Women With Alnahda Society

Project Type
Digital Marketing

Location
Saudi Arabia

Industry
Non Profit

Project Link

Challenge

From November 25 to December 10, the United Nations launched the annual 16 Days of Activism against Gender Based Violence global campaign. It is a campaign that kicks off on the International Day for the Elimination of Violence against Women, and is used as an organizing strategy around the world to call for the prevention and elimination of violence against women and girls.

As the issue of gender based violence is becoming more talked about within KSA, and with greater measures being adopted to protect women, it was important for Alnahda to shed light on this issue and highlight the resources available to women in the Kingdom.Alnahda Society is a non profit organization, established in 1963, dedicated to empowering women socially and economically through the execution of numerous projects and programs. In June 2019, Alnahda was officially accredited by the UN Economic and Social Council (ECOSOC) as a non-governmental organization consultative.

Intervention

They commissioned Blue to devise a campaign to raise awareness on the issue of gender based violence, and to educate AlNahda’s beneficiaries and the general public on different signs of abuse at a variety of levels by triggering thoughts and conversations.

We devised a campaign under AlNahda’s well-known slogan “Together We Rise” with an aim for the NGO to participate in the global movement. The campaign’s aim is to raise awareness but also to maintain its positioning as a leading NGO in Saudi Arabia. For Alnahda, “Orange The World” needed to be more than just a slogan, it needed to be a message that can drive tangible impact on the lives of women in the Kingdom.

Results

The design implemented was bold and impactful through the use of big typography, black and white cutout photography and contrasting colors. Based on the global theme of 16 days of activism, this campaign uses orange, which connotes urgency and action, which was paired with a purple, representing women’s empowerment. The simple and abstract graphic elements add a sense of authenticity, but with a modern twist, as they are inspired from the traditional Saudi patterns. As for the photographic aspect of the identity, it adds a sense of realism that this cause calls for.

As such, this campaign took an active and inclusive approach to understanding and triggering action against Gender Based Violence in the Kingdom. It sheds light on different forms of gender based violence in an easily digestible manner by targeting different audiences starting with the family and working up towards society as a whole.

To drive impact, the campaign also provided resources for the audience to take action towards Gender Based Violence, hosted workshops for families of beneficiaries at AlNahda, and developed an educational booklet to inform the general public of this important issue - proving that together we make a difference, together we rise!