Promises to Action

As a non-profit organisation dedicated to empowering women in Saudi Arabia, Alnahda is changing lives. Aligned with the charitable spirit of Ramadan's holy month and UN's goal of ending poverty, we worked with Alnahda to create an integrated marketing campaign. The main strategy was to magnify donor engagement, and so the Promises to Action campaign aimed to raise awareness and trigger action. It was split into an offline event and an online campaign. For the online campaign, Alnahda's ambassadors used their channels to encourage donations while a countdown ticker on the website tracked progress towards a fundraising target.
The offline event featured speakers, workshops, and an "Experiential Room" designed as a sensory space with an immersive museum-like experience. It took visitors on a multi-room journey showing the harsh living conditions of underprivileged women and how contributions make a difference. It started with an entrance showing a timeline of facts and figures to familiarize visitors with Alnahda's work.
Attendees then enter a room resembling a replica of a beneficiary's home with her actual furniture. They were shocked with the reality of such living conditions. Visitors instantly sensed the musty smell as they stepped on a worn-out carpet. The lighting was dim, the couches were torn, and the space had unbearably high temperature. Attendees even heard the breaking voice of Fatima, who lives in this 20㎡ space with 5 children, narrating her experiences.
Visitors then passed through the Action Room, nudging them to take action through: donating, volunteering, becoming an advocate or a member, thus maximising their potential of contribution. At the last room, visitors see the immediate effect of their actions; an improved quality of life. The room was well-lit, had suitable temperature, with a space to eat, study and sleep. It featured messages describing Fatima's improved health situation, education and mental state.
Alnahda's campaign triggered an emotional response from visitors who were shocked to see the harsh living conditions. It raised awareness of issues impoverished communities face and paved the way for conversations. It raised 2M SAR (533,136.14 USD), exceeding the initial target of 1M SAR.