ZATCA - Recent Graduate Programs 2024

University students often face uncertainty about their future careers during and after their academic journey. To address this challenge, the Zakat, Tax and Customs Authority launched the “Binaa-Alkafaat” program, a strategic initiative inviting graduates to receive elite training that equips them for professional success. This move reflects the Authority’s commitment to its social responsibility toward Saudi Arabia’s greatest resource: its youth, while aligning with the goals of Vision 2030. For a nation to rise, it needs an ambitious vision built on solid foundations. Vision 2030 captured this, especially through Crown Prince Mohammed bin Salman’s words: “Youth are the true power behind achieving this vision.” Recognizing the untapped potential in students facing career uncertainty, the Authority created a program that turns confusion into clarity by combining academic knowledge with hands-on experience in a motivating professional setting. The goal: to empower youth as key enablers of national transformation. This belief shaped the creative direction. “Binaa-Alkafaat” is a real investment in youth, transforming potential into practical capability, and connecting education with labor market demands. It fosters a culture of innovation, supports sustainable development by building skilled local talent, and acts as a bridge between the nation’s ambitions and the energy of its young people. Execution leaned into originality through a bold cinematic approach. Fast-paced, inspiring scenes follow a university student from campus life to professional readiness through the program, evoking emotion while clearly portraying the path from ambition to achievement. The narrative brought clarity to the student journey and made the program’s purpose tangible. The campaign gained wide traction across graduate audiences and organically spread through recruiters and professionals. The Authority reached its enrollment target in record time, drawing over 20,000 applicants, from which 483 top candidates were selected. The campaign’s creative execution and meaningful impact have since made it a model for other government organizations seeking to promote training initiatives.