AlNahda "Promises to Action" Campaign

Promises To Action: A Social Experiment to Increase Donations for Female Empowerment

Project Type
Digital Marketing

Location
Saudi Arabia

Industry
Non-Profit

Achievements
Purpose Awards EMEA Finalist for “Charity or NGO: Best Fundraising Campaign”

Muse Awards Gold Prize for “Integrated Marketing / Non Profit 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.

AlNahda’s life-changing programs aim to respond to the United Nations’ Sustainable Development Goals, with a particular focus on SDG 1 (ending poverty in all its forms everywhere) among others.

Therefore AlNahda wanted their 2019 Ramadan campaign to not only secure donations, but also raise awareness of the importance of giving by showing potential donors the difference their contributions could make to the lives of those living in poverty. The campaign needed to shine a light on the positive impact of AlNahda’s social support programs that help preserve the dignity of underprivileged women and their families.

Intervention

We joined forces with AlNahda’s PR team and conducted internal workshops to conceptualize the fundraising campaign, dividing it into two time phases; before and during Ramadan, and two spheres; online and offline.

To create an inspiring offline campaign, we worked with a multidisciplinary team to devise a theme, name and brand identity and design an event involving expert public speakers, an outdoor experience and a unique interactive element. This culminated in the concept design of “The Experiential Room,” which provided a museum-like experience made up of four rooms that took each visitor on a journey through the story of AlNahda’s life changing work. Blue Hat worked closely with an interior design firm to ensure the vision was implemented.

For the online campaign, which focussed on raising funds, a virtual thermometer on AlNahda’s website tracked progress towards the fundraising target of 1 million SAR until the end of Ramadan. We collaborated closely with ambassadors who used their own channels to inspire people to donate to AlNahda’s cause.

Results

The results speak for themselves. Al-Nahda’s Ramadan campaign exceeded its 1 million SAR fundraising target by 100 percent, giving a grand donation total of 2 million SAR.

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