Heroes Behind Shadows - QLP

Since its launch in 2018 under Saudi Vision 2030, the Quality of Life Program has worked to transform the Kingdom into a global hub for sports, entertainment, and tourism, elevating Saudi Arabia’s image as a pioneering nation its citizens are proud to call home. Through unified efforts, it introduced a wide range of new opportunities and experiences that significantly improved daily life. Yet, these achievements remained largely unrecognized due to the program’s operational overlap with major government entities, which diluted public awareness. To address this, the program initiated a comprehensive three-phase campaign targeting all segments of society. Its objective: raise awareness of the program’s contributions across various sectors and build deeper community engagement. This marked the first phase of the campaign, launched under the message: "Elevating Quality of Life." The campaign was rooted in the insight of the “unsung hero” someone vital yet overlooked, either because others take the spotlight or because they never seek it. This metaphor mirrors the Quality of Life Program’s journey: it has significantly shaped employment, entertainment, innovation, and culture in service of Vision 2030’s core goal; a vibrant society. The program touches every community differently, making it a deeply personal yet collective experience. Refusing to remain in the background, the program chose to “flip the script.” The campaign shed light on the true drivers of change: the people and efforts previously hidden behind institutional layers. Because these dynamics can seem abstract, the campaign made them tangible, helping people see how the program shapes real, everyday lives. The result was the creative concept “Heroes Behind Shadows.” The final video used a split narrative: one half showing life before the program; the other showcasing its impact, faster service delivery, empowered citizens, supported talents, and enriched experiences. The campaign sparked widespread engagement across society, with responses from major entities, creators, and the public. Its cinematic and artistic storytelling gave credit where it was due, delivering a powerful, emotional vision with just a few, well-crafted words.