The volunteer work festival of the Charitable Society for Social Services in Madinah: A model of community and media impact

Uniting community efforts in one event inspires the community

As part of supporting national efforts to spread the culture of volunteering and promote community work,
The volunteer work festival in Madinah was launched under the generous patronage of His Royal Highness Prince Faisal bin Salman bin Abdulaziz.
It was organized under the supervision of the Charitable Society for Social Services under the slogan “My Community… My Responsibility”.

The festival aimed to spread the values of participation and cooperation between individuals and institutions.
Through more than 47 diverse events in which more than 1000 male and female volunteers participated,
The event will be a national platform that promotes the concept of giving and supports the goals of the Kingdom’s Vision 2030 in empowering the non-profit sector.

Saudi Arabia's role in implementation

Saudi Arabia's Interaction took the lead in the media and digital aspect of the festival through an integrated strategic plan.
It was designed to ensure that positive messages reach the widest possible segment of society.

The work included:

• Designing the visual identity and official print materials for the festival.
• Preparing and implementing the media plan, which included press releases, and coordinating with television channels and local newspapers.
• Managing digital content on social media platforms using a modern approach and interactive content.
• Launching the hashtag #Be_a_Volunteer to unify digital interaction and attract young people to participate.
• Implementing digital advertising campaigns to raise awareness and promote participation in festival activities.

Creative value

“The campaign embodied a distinguished model in integrating traditional and digital media to achieve a noble social goal.
It was not limited to coverage or promotion, but also contributed to spreading the culture of volunteering and turning it into an influential daily practice in society.
Experience has shown that creative communication can have a real societal impact when managed with strategic thinking and a clear message.”

Message and Excellence

“Through this experience, Saudi Arabia’s interaction confirmed its leadership in managing community media campaigns,
Its ability to combine a humanitarian message with media innovation.
Every social initiative, for Tafawul, is a story of giving told creatively to reach people and inspire them to participate.
"

Results in numbers

The campaign achieved widespread reach and remarkable community engagement on both the media and digital levels:

• More than 6.5 million digital accesses across social platforms.
• The hashtag #BeAVolunteer achieved more than 1.2 million impressions and 2 million content views.
• More than 80 media coverages in newspapers, television channels, and local digital platforms.
• The participation of influential figures and prominent community personalities contributed to expanding awareness and spreading the culture of volunteer work.