2020/2021 Winners & Shortlists

Why is this work relevant for PR?

This work is relevant for the PR category given the stigmas surrounding the taboo and sometimes-sensitive topic of persons with disabilities. With communications driven solely by PR and social media, it was necessary to develop a strategic communications campaign which delivered on the objective of raising awareness and sparking conversation. The external campaign worked alongside a robust internal communications initiative, tactfully executed to spur organic conversation amongst the key demographic. Mobily, acting as a catalyst for change, provided a platform for discussion to disrupt negative social zeitgeist and unite society in support of the often-unheard voices of KSA.

Background

Saudi Arabia has become more open and inclusive. Yet, one group is not talked about – persons with disabilities. Affecting nearly 10% of people in the Kingdom, disability is considered a social taboo and is not openly discussed – leading to a lack of education, awareness, employment, accessibility, and, ultimately, a feeling of social exclusion. Mobily, one of the country’s biggest telco brands, briefed us to come up with a campaign to connect 100% of the Kingdom on the occasion of Saudi National Day; promoting a message of social inclusion and uniting the nation. The objective, aligned with Saudi’s Vision 2030, sought to empower all members of society including those with disabilities to play an active role in the future of the Kingdom. To bring persons with disabilities into Saudi’s social conversation, we created an evocative film, distributed to the nation through tactical use of PR and social media.

Describe the creative idea (20% of vote)

A film featuring a Saudi orchestra performing a rendition of an “incomplete” National Anthem – with missing sections of the anthem’s melody and isolated stage chairs representing the social exclusion of persons with disabilities. Following the initial intrigue and conversation across Twitter, we released a follow-up film 2-days before Saudi National Day. A “completed” anthem that saw the missing portions of our “incomplete” anthem filled by musicians with disabilities; celebrating the peoples’ social conversation in helping to make Saudi Arabia مملكة_الجميع# (#EveryonesKingdom). In parallel, we launched an internal initiative – ‘Inclusive Conversations’. A series of short films featuring conversations between Saudis with disabilities and Saudis without, with the aim of normalising Mobily’s disability in the workplace for employees and customers alike. Combined, and bolstered by a dedicated microsite, our series of internal and external films worked together to make a statement that, without persons with disabilities, our Kingdom was Incomplete.

Describe the PR strategy (30% of vote)

While KSA’s Vision 2030 aims to facilitate persons with disabilities on a governmental level, social awareness and understanding is lacking amongst the general population. Therefore, we targeted 3 audience segments with differing, but unifying angles. -Those with disability: “We support and encourage persons with disabilities to embrace their full potential as active members of Saudi’s society, and play an integral part of achieving Vision 2030 and a 100% inclusive KSA.” -All Saudi residents: “We must stand together as one Kingdom to ensure tolerance, empathy and inclusion as fundamental values of our society, uniting to achieve Vision 2030.” -Corporations: “It's time to play your part in building an inclusive KSA, encouraging tolerance, and empathy as we work together to reach the goals of Vision 2030.” The foundation of communications lay within a targeted messaging house, which sought to eliminate negative social zeitgeist, and impart societal responsibility upon all residents of KSA.

Describe the PR execution (20% of vote)

With the communications plan and targeted messaging in place, campaign assets were shared with top-tier Saudi media, and pushed on Mobily’s Twitter alongside YouTube and Twitter masthead takeovers. Pre-launch – ‘Inclusive Conversations’ – an important internal communications element, educating and inspiring employees to spur conversation, reach out, and support persons with disability in their community. Phase 1 – September 16: ‘The Incomplete Anthem’. A film highlighting a collectively vital topic of our time – that our society is currently not 100% complete. Phase 2 – September 21: ‘The Complete Anthem’. A continuation our first film that, through the power of our communities’ conversations, saw the completion of our National Anthem – symbolizing a 100% inclusive KSA. Every Tweet which used the hashtag added an automatically-generated custom-branded emoji, flooding Twitter in a sea of blue and green hearts – a visual showcase of the support and unity of the Kingdom.

List the results (30% of vote)

In just 7 days, our campaign amassed: • 127 million social media impressions • 12 million video views across Twitter & Youtube • 2.6 million Twitter engagements • 42,000 branded emoji hashtag uses • +50% video viewthrough rate • 31,000 clickthroughs to URL • 99% positive campaign sentiment (Twitter Campaign Report 2019) • 26 million potential read across KSA In just over a week, #EveryonesKingdom amassed immediate widespread exposure driven by organic reach – exceeding expectations and certainly achieving our objective of driving a conversation. In spite of an often-difficult media landscape (where cash is king and earned media is fiercely sought after) #EveryonesKingdom earned extensive media coverage. With 23 organically earned pieces of coverage; having been featured in some of the Kingdom’s top-tier online media outlets, including Layalina, Sayidaty, Arabian Business, and the Saudi Gazette. With the campaign hashtag instantly trending across social media, the public’s response was overwhelmingly positive – with thousands of people across the Kingdom actively advocating for a more inclusive, accepting, and complete Saudi Arabia and lauding Mobily for the initiative. Today, the conversation continues across the Kingdom.