#ChoosetoChallenge

International Women's Day 2021
As an NGO in KSA dedicated to the social and economic empowerment of women, Alnahda wanted an International Women’s Day (IWD) advocacy campaign that would trigger conversations and reach as many people as possible with the issue of gender equality.
In parallel, Alnahda was aiming to release in March, IWD month, a lyrical corporate video that celebrates its journey in empowering and advocating for women’s advancement.
Women Empowerment Advocacy through Graffiti & Music
By utilizing the trending “dictionary-style” content on Social Media platforms, we unpacked women empowerment related-terminologies that were found in the lyrical video and were core to the #ChoosetoChallenge IWD theme of the year. This acted as a teaser to the campaign and the video, as excerpts from the corporate video were used. In addition, the unpacking of the terminologies served to encourage the community in KSA to champion women empowerment.
Offline, we collaborated with 4 graffiti female artists to paint murals in Ad-Diriyah, an iconic landmark that serves as KSA’s soul and continues to embody the country’s rich heritage and civilization.
Online, the campaign included the following:
- Showcasing interviews on social media platforms with female subject-matter experts from various industries talking about their take on women empowerment
- Featuring women doing the #ChoosetoChallenge IWD pose on social media platforms
- Creating a branded campaign identity that featured Instagram stickers, posts and stories inspired from both the IWD and Alnahda’s identities
- Grounding the Arabic lyrical video in the IWD 2021 context by explaining complex gender-related terminologies through the lyrics of the video in a dictionary-style format
- Creating a customized Arabic hashtag that echoes #ChoosetheChallenge and resonates with the Saudi culture
- Sharing key infographics about the status of women empowerment in KSA
- Investing in targeted social ads

Results
With an ads budget of $6,000 split between Instagram and Youtube, over one month, we achieved the following:
Instagram:
- 1.7M+ impressions; 2,214% increase
- 938 saves, 579 forwards
- 874.4% increase in engagement
- 1,000+ Followers
- 489,557 Giphy Sticker views
Youtube:
- 25,939 views (2 videos)