2020/2021 Winners & Shortlists

Write a short summary of what happens in the digital or ambient execution or campaign.

We transformed the Handicapped parking spaces to a medium where a simple sticker design with an intriguing message “LESH BAS HENA” on it, was placed on the handicapped signages in parking spaces in key malls across 5 of the kingdom cities (Riyadh, Dammam, Tabuk, Abha & Hael) for seven days. In parallel, to capitalize on the existing followers on Mowaamah’s Twitter page, we transformed the page to be labeled with the campaign title to publish the teaser. On the eighth day we revealed by transforming back the twitter page to its original state, with a communication suggesting various solutions by Mowaamah's Certificate program to empower people with disabilities and updating the hashtag to be “THEY SHOULD BE HERE”

Cultural / Context information for the jury

For many years, it was thought that the rate of disability in Saudi Arabia was low, while a census found that a high number of Saudis have disabilities, with almost 30% of these being physical disabilities. Due to the lack of education about disability, people don’t know the potential of a person with disability and his/her impact on society, in addition, ignorance of companies and missing the knowhow, played a big role in the marginalization of these people from many workplaces. The most familiar and common thing is only the Handicapped parking space. But Now with the inauguration of the National Transformation Program 2020, it was clarified that one of the program's 37 goals is to integrate people with disability in the labor market. This is where Mowaamah’s certificate program was created.