One day I was in the car waiting at the traffic lights, thinking about how life changed since the pandemic. Then I saw the most beautiful campaign done by the Ministry Of Health, and made me realize how creativity could be in its simplest form!
Your eyes are enough to communicate and engage with anyone! That was the main idea behind MOH campaign. Since the pandemic, people’s lives have dramatically changed in Saudi Arabia. Especially in relationships, coronavirus has shaped the way of communication and affected it negatively. Due to that, socialization has been reduced. Further, since human beings are social species, Covid-19 safety precautions seem challenging to follow.
Wearing face masks on a daily basis is odd in KSA, so society was struggling to wear them. As a result, people were experiencing a new obstacle called mask fatigue. At this moment, MOH had the urge to address this obstacle in order to protect the kingdom’s citizens and residents!
In October 2020, almost 20% of Saudi Arabia had stopped wearing masks. Hence, with mask usage rates lowering the ministry had to keep people aware of mask importance by launching an integrated 360 campaign across the Kingdom. The main goal of the campaign is to protect people by reminding them to keep wearing masks.
Through this campaign, MOH delivered its message most simply by telling individuals that eyes are enough to interact with whoever around you.
Even with your mask on, you can communicate by only using your eye expressions. So your eyes will talk, your eyes will surface!
Choosing the right message along with appropriate appeal is a winning ticket for every marketing strategy. In MOH case, they evoked people’s emotions and motivated behavior change by using emotional marketing. As shown in the campaign’s key visuals, they have targeted all Saudi’s population and created an appropriate message to them. Through these visuals, the ministry has converted its message into action by shooting different eye expressions from all ages to approve that your eyes can talk too.
The campaign went viral and had a substantial interaction through social media, Where they have achieved 10 million online impressions! More importantly, in December 2020. The mask usage rate has increased by 85%, which shows the effectiveness of this marketing tactic that created the right impact on the targeted audience.
Shining a light on one of the targeted audience, who had moved by the creativeness of this campaign, it’s me! I was amazed to the point that I said I want to be one of that brilliant marketing team and be part of the MOH’s impact on society.
Two months later & here I am, working at a cafe, writing a blog about one of my favorite campaigns after a long day at the ministry of health, achieving my goal of boosting my marketing career with #YourEyesAreEnough campaign team.
Yes, this is how powerful creative marketing could be!
Eureka 