Quality of life has a great meaning .. but how do we present it simply?

How can we present such a significant concept in a way that resonates with everyone, affects them, and conveys and explains the concept?

These are questions raised in the campaign summary that we answered
With a strong strategy and an innovative campaign

The campaign "You are its foundation" was a result of collaboration with our client, the Quality of Life Program,
the goal was to reshape the concept of quality of life because it is a broad concept,
the question was how to simplify the concept and convey it without being pretentious and in a simplified and heartfelt manner..

We started from our ambitious vision for 2030, and one of the main pillars of the vision was the inspiration
"Vibrant Society"
And we addressed the community because, although the concept of quality of life is large,
it shrinks and simplifies if we address individuals individually,
because every person in the community has their own personal perspective on quality of life,
and from here the first seed of our creative approach for the campaign started, which began with a detailed strategy
where we studied the personality of the Quality of Life Program and how the brand is affected by and affects its beneficiaries
who are individuals in the community, and from this study we launched a well-planned timeline
to ensure we address each individual in the community and tell them
Hey, you are the foundation of quality of life You're its foundation



We began the first stages of launching the campaign with a detailed media strategy focused on delivering
the campaign's message to both citizens and residents with a broad message in principle
but tailored to each individual from their personal perspective on the concept of quality of life
and we launched the first phase which was teasing, and from teasing to documentation,
we built the timeline and moved from it to implementation, it started The teasing phase
with a simple question directed to each individual,
we simply asked: What does the concept of quality of life mean to you?
The answers were diverse
and then we went to the streets and engaged individuals with interviews and asked them the same question
to build a community conversation around the topic of quality of life
-and that's what happened- curiosity about the concept arose
and there were discussions about the topic on social media platforms

And we then answered all the questions with the campaign video,
a poetic, light, and pleasant video that addresses community members with their differences and diverse interests ..
We said that no matter your interests, your quality of life .. You're its foundation

We told the hiking enthusiast .. hiking is quality of life and quality of life you are its foundation, your environment is arts, culture, entertainment, tourism, go out for a walk, have coffee, appreciate art, jog, shop, swim, play chess .. all of them are quality of life and quality of life ..
You're its foundation

And we took the video to a whole new level of reach, because the topic resonates with everyone and anyone, we went to everyone on their preferred channel, we went to football fans during the super matches, we went to the news crew in news channels, Rotana, MBC, social media channels, and many more channels..

 We expanded the scope to the furthest limit and published the advertising video on more than 368  channels

And to intensify the conversation among people about the topic and spread the concept of quality of life everywhere, we collaborated with government figures and iconic names, each of whom conveyed the message from their perspective, because every one of us has their personal perspective on quality of life

 

And what is comforting and promising is that everyone interacted, government agencies, news accounts, and influencers from various fields, more than 81 entities said with one voice and a unified message: Quality of life .. You're its foundation

Because we believe in the diversity of communication channels, we activated the campaign on TikTok with the voices of influencers from various fields, talking about humanizing cities and lifestyles, and how Saudi Arabia has become a place for many things all contributing to quality of life

And of course, the campaign blossomed and its activations increased with creative designs that addressed topics that resonate with everyone,
We talked to people about sports, tourism, entertainment, hobbies, infrastructure
and all lifestyles, quality of life .. You're its foundation



And the streets of Riyadh and the rest of the Kingdom's cities were brightened with street advertisements that addressed the topic and presented the concept of quality of life, in order to convey the message from the widest doors of communication which is the street

You're its foundationA massive creative media campaign resulted from a heroic and powerful strategy and creative communication outputs,
The campaign addressed a significant topic made simple in meaning,
the topic impacted people, and the campaign's figures are clear evidence that quality of life is indeed something we allare its foundation