Saudi govt launches campaign across mediums to tab extremism

MUMBAI: The government of Saudi Arabia has been carrying out a national public awareness and education campaign as part of its strategy to combat extremism.



The programme features advertisements on television, radio and billboards, as well as programmes on television, in schools and mosques, and at sporting events. The objective is to educate Saudi citizens about the true values of the Islamic faith and the importance of tolerance and moderation.

Adel Al-Jubeir who is the foreign affairs advisor to Crown Prince Abdullah bin Abdulaziz says, "The campaign will help educate our public, especially our young people about the dangers of extremism and terrorism."



The campaign, conducted over several weeks, has as one of its enterpieces a series of public service advertisements. These air up to 25 times a day on a number of Arabic satellite networks including Al-Arabiya, MBC and Future Television, as well as on Saudi TV channels.

Six government ministries are coordinating the development and execution of the programs. The Ministry of Education, for example, is sponsoring lectures at public schools that promote moderation, tolerance and peace and point out the dangers of extremism.

Al-Jubeir adds, "The bottom line is that no Saudi citizen will be able to escape the clear message that intolerance, violence and extremism are not part of our Islamic faith or Saudi culture or traditions. We are using different forms of communication to send a clear and powerful message, and we are taking serious actions to undermine the strength of those that try to misguide our young people."

Over a two-week period, schools and mosques in the country will devote time to lectures promoting moderation and tolerance, and highlighting the evils of terrorism. The advertisements in the different media are all in Arabic. The aim is to foster concepts to destroy the mindset of hate and violence and appeal to the values that all Saudis share, to work for a better society without extremism.



There are three phases to the campaign. The first is designed to personify and humanize the victims of terrorism. Al-Jubeir points out that over the past two years, more than 500 people have been killed or injured by acts of terrorism in the Kingdom, including over 35 brave security officers who gave their lives in the line of duty and over 200 who were injured.

"The first spot depicts a father who lost a son through terrorism. Phase II of the campaign is designed to make clear that terrorism and extremism are not part of our faith, culture or society. The final phase is designed to promote values and feelings of national pride. The Saudi people have been galvanized in opposition to Al-Qaeda and terrorism in general, and this message is meant to continue to reinforce and mobilise national opinion.

"In addition to the advertising campaign, we have also developed a series of special programming, some of which is designed to reach a younger audience. We have a multi-series programme The Discourse of Mind and Logic. This is a series of documentaries that addresses how terrorist ideology was spread in the region and in the Kingdom and the effect it has had on Saudi Arabia. In this example, the narrator relates these effects on society and family, and you will meet children whose innocence and future have been altered by terrorism.

"Then there is a programme is from another series of documentaries Why? You will see members of families grieving because of acts of terrorism that have killed or injured their loved ones. The goal of this programme is to reinforce the importance of the true ideals of Islam -- tolerance and peace. By relying on faith, it will help them overcome such tragedy."

Al Jubeir explains that this national multimedia public service campaign is similar to, but more intense than, the Just Say No or Friends Don't Let Friends Drink and Drive campaigns in the US. "We are using different forms of communication to send a clear and powerful message, and we are taking serious actions to undermine the strength of those that try to misguide our young people.

"God willing, this campaign will help educate our public, especially our young people, about the dangers of extremism, and contribute to the war against terrorism."

Latest Reads
ABBY Awards 2018 announces jury chairs

MUMBAI:  After announcing the master jury for the creative category, the eminent ABBY Awards that recognises and rewards excellence across advertising, marketing and media has now announced the illustrious jury chairs for the media, broadcaster, publisher, branded content & entertainment,...

MAM Marketing MAM
WATConsult & TOTAL join hands to launch Ride for Legends

Keeping true to TOTAL Hi-Perf Motorcycle Engine Oil’s brand promise of making your ride enjoyable, TOTAL with WATConsult, the digital and social media agency from Dentsu Aegis Network India, has taken a step forward to launch an initiative to salute unsung legends of the country.

MAM Media and Advertising Ad Campaigns
Bajaj Finserv new ad drives awareness around insurance

MUMBAI: Bajaj Finserv has launched a TVC campaign to drive awareness around width of products offered through its lending, life insurance and general insurance arm. The third phase of ‘Think It. Done’ campaign highlights the set of possibilities in every individual’s life thereby giving a solution...

MAM Media and Advertising Ad Campaigns
Fossil assigns media mandate to Carat

Fossil Group, a global design, marketing and distribution company that specialises in consumer lifestyle and fashion accessories, has roped in Carat as its media agency.

MAM Media and Advertising Account
Google Pay launched in US, UK; Tez gets new features

MUMBAI: Google is attempting to become a hit in the vast payment space as well. After launching Google Tez in India a while ago, it has come up with a system to rival the world – Google Pay. It comes elements of Android Pay (a Google product) and Google Wallet. The Android app is free to download...

MAM Marketing MAM
Suzuki Motorcycle rolls out phase 2 of #KamPeetaHai campaign

Post receiving a great response for Suzuki Access 125 campaign of Kam Peeta Hai, Suzuki Motorcycle India, a subsidiary of two-wheeler manufacturer, Suzuki Motor Corporation Japan and Happy mcgarrybowen have rolled out the second phase to the campaign for their flagship scooter brand. The campaign...

MAM Media and Advertising Ad Campaigns
Performics.Resultrix bags digital mandate for NIIT

NIIT has entrusted its digital mandate to Performics.Resultrix, the digital end-to-end solutions company under Zenith India.

MAM Media and Advertising Account
FIHL hands media mandate to Carat India

Franchise India Holdings (FIHL) has roped in Carat India, the flagship media agency from Dentsu Aegis Network, as its media agency.

MAM Media and Advertising Account
Madhusudan Gopalan becomes MD, CEO of P&G India

P&G India has announced Madhusudan Gopalan as the company's new managing director and CEO. He will take charge on 1 April 2018.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories