AlNahda is a Saudi nonprofit organisation dedicated to the social and economic empowerment of women. For Ramadan, a month of philanthropy and charity, AlNahda wanted to respond to the UN’s Sustainable Development Goal of ending poverty. They wanted to create a campaign that would highlight AlNahda’s impact on the lives of underprivileged women and their families and raise donations for their social support programs.
The campaign, Promises to Action, was divided into two categories: an online fundraising campaign and an offline campus event to engage members of the public. The offline campaign centered around “The Experiential Room”- a sensory museum-like space that took visitors on a journey through the lives of underprivileged women and their families and showed them the difference their donations could make. It was designed to meet the three aims of the Ramadan Promises to Action campaign: raising awareness of the challenges faced by AlNahda’s beneficiaries, showcasing AlNahda’s work and triggering action to support AlNahda’s mission.
"The Experiential Room” provoked a powerful emotional response among visitors, many of whom were shocked and touched when witnessing the tough living conditions of AlNahda’s beneficiaries. It raised awareness of pressing issues related to women’s empowerment in Saudi Arabia and of AlNahda’s work, sparking new conversations around Saudi women.
The Ramadan campaign was a great success, and exceeded AlNahda’s fundraising target of 1 million SAR, raising a total of 2 million SAR, while remaining under budget.