AlNahda - Together We #BreakTheBias

On International Women’s Day (IWD) 2022, Alnahda took part in the international theme: #BreakTheBias. Alnahda is a Saudi nonprofit dedicated to empowering women socially and economically through different projects, and has been granted by the UN Economic and Social Council a special consultative status as a NGO. For IWD, Alnahda focused on gender balance and emphasized the importance of inclusive decision-making for women in the aim of imagining a world free of bias. Alnahda and Blue Hat launched the integrated campaign to shed light and change behavior vis-a-vis the topic of gender biases.

The online campaign aimed at triggering behavioral change. We launched a role-play test that calculates “level of bias” for users followed by educational content aggregated through social media, containing steps on how to support gender balance. The online test included 5 questions that covered: invisible labor at home/society, parenting, entrepreneurship, financial, digital inclusion.

Through different scenarios, we implemented "Nudge Theory" by subtly leading the public to re-examine their daily actions in the hopes of uncovering (un)conscious biases and driving positive behavior change. In order to attract a younger generation, we partnered with F&B partners to reward participants for contributing to the test; with coffee vouchers or free access to a co-working space.

Offline, we wanted to harness the zeitgeist, so we designed an illuminated typographic cylindric installation featuring #BreaktheBias hashtag and empowerment messages (bi-lingual English/Arabic) to trigger curiosity of passersby.

The installation was placed in two high-footfall leisure & shopping destinations in Riyadh, KSA. At the installation, ushers explained the importance of inclusivity and invited passersby to pose as a symbolic pledge by crossing their arms in an “X”, per the IWD guidelines for 2022.

The campaign Identity mirrored the offline as the idea of “repetition” in typography, found in the campaign identity and the installations, was a subtle nod to an actual “oscillation” = spreading the message of “inclusivity” and “breaking the bias”.

The campaign resulted in 2,428,926 total impressions, 30,361 post engagement, 26,900 test page views, 4,000 test participants, and 3,551 coffee vouchers claimed.