“Saudi Arabia’s Interaction implemented a unique project in cooperation with the New Zealand Embassy in Riyadh to promote undergraduate and postgraduate education in New Zealand, through a digital campaign that focused on highlighting the quality of education, and the safe and open environment for cultural diversity.
During the campaign, the world witnessed the Christchurch tragedy, which posed a challenge in managing public perception of New Zealand in the Arab region. As media engagement intensified, Saudi Arabia's Tafaaul initiative spearheaded digital communication efforts to amplify positive messages through the creation of impactful human-interest content and an effective communication strategy across various platforms.
