2020/2021 Winners & Shortlists

Why is this work relevant for Direct?

People with disabilities are an integral part of society and communities make many efforts to provide services that meet their aspirations. Mowaamah, a certification program developed to encourage the participation of people with disability into the workforce by certifying entities that develop their work environments to become more inclusive and supportive of Persons with Disabilities. In order to raise awareness about Mowaamah’s Certificate, we teased the KSA residents with a direct message placed in Parking spaces that intrigued them, the campaign's hashtag created a buzz and became "THE TALK OF THE TOWN"

Background

For many years, it was thought that the rate of disability in KSA was low, while a census found that a high number of Saudis have disabilities. Unfortunately they have very limited chances to work and participate fully in society due to the fact that work environment are not equipped to cater for their needs and the lack of education about disability. With the kingdom’s realization and in line with vision 2030 of improving quality of life for all, Mowaamah’s certification program was developed by The Ministry of Labor and Social Development in collaboration with international and local consultants, to encourage the participation of people with disabilities into the workforce by certifying entities that develop their work environments . It was very challenging not only to raise awareness about the Mowaamah’s Certification program but also to change the society’s perception towards a person with disability.

Describe the creative idea (30% of vote)

Unfortunately the generic perception towards disability is associated with a wheelchair, which is associated with Handicapped parking spaces. Mowaamah’s certification program was developed by The Ministry of Labor and Social Development to encourage the participation of people with disabilities into the workforce. Building on this insight, we wanted to raise awareness, generate BUZZ and changing this perception, we transformed the Handicapped parking spaces to a unique medium to shock the mass with an intriguing question “LESH BAS HENA” and trigger them, then revealed with a communication messages that suggest various solutions proposed by Mowaamah's Certificate program to empower people with disabilities.

Describe the strategy (20% of vote)

The objective of the campaign was to raise awareness about Mowaamah’s certificate program and to become Talk of the town. To address this we wanted a unique medium where our target audience (every single resident in KSA men and women) to be intrigued and engaged. We kicked start our campaign by teasing the mass with a simple and powerful message that was placed in Handicapped parking spaces around the Kingdom as ambient media in order to have a direct link to the cause, along with transforming Mowaamah’s official Twitter page to be labeled with the campaign title “WHY ONLY HERE” We knew it would have a viral effect, as a part of the developed ambient we made our hashtag as the boiling pot, then we revealed with transforming the same Twitter page to its original state, suggesting various solutions and updating the hashtag to be “THEY SHOULD BE HERE”

Describe the execution (20% of vote)

We transformed the Handicapped parking spaces to a unique medium where a simple sticker design has been placed on the handicapped signs in key malls across 5 of the KSA cities (Riyadh, Dammam, Tabuk, Abha & Hael), with the intriguing message “LESH BAS HENA” for seven days. In parallel, to capitalize on the existing followers on Mowaamah’s Twitter page, we redesigned the page to be labeled with the campaign title to publish the teaser. On the 8th day, we revealed by transforming back the Twitter page to its original design, with a communication messages that suggest various solutions proposed by Mowaamah's Certificate program, along with flipping the message to “THEY SHOULD BE HERE”.

List the results (30% of vote)

The campaign went viral and gained a total of 2,700,000+ impressions and 72K+ engagement across Twitter account with a total spend of 24,000 SAR for the campaign period (2 weeks), in addition to this 70+ companies got certified till date and the hashtag ranked #1 in Riyadh Trend hashtags and #5 across KSA, also reached the famous Tv program Saudi Trend on mbc. We were able to achieve results higher than the planned in number of views and engagement.