We Do New

Public Service Awareness

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“ Be the change you want to see in the world. "
Mahatma Gandhi


Leo Tolstoy


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Absolute Authority…
…on action & change

Holy Qur’an– 13:11

Verily never will Allah change a condition of a people, until
they change what is within their souls

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To make a measurable diﬀerence in our community
and society by identifying a select number
of important issues and inspiring action and change through
high standard and eﬀective awareness campaigns made
possible by the pooling of resources of the advertising
industry, the private sector and public institutions

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To make a measurable diﬀerence in our community and
society by identifying a select number of important issues
and inspiring action and change through high standard and
eﬀective awareness campaigns made possible by the pooling
of resources of the advertising industry, the private sector
and public institutions

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Raison D'être

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Raison D'être

• Place the resources of advertisers, agencies and the media
at the service of the people

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Raison D'être

• Become an important organization for arousing civilian
awareness & action on social issues and
obtain support from the people through
public service awareness campaigns and
cause marketing

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Raison D'être

cause marketing
• Be perceived as a ready reserve to help
mobilize the civilian population in national situations of
various causes and eﬀects of importance to the
society

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Raison D'être

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Raison D'être

• Place the resources of advertisers, agencies and the
media at the service of the people

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Raison D'être


cause marketing

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Raison D'être


cause marketing

• Be perceived as a ready reserve to help
mobilize the civilian population in national situations of
various causes and eﬀects of importance to the
society

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Areas of Function
“I will stop!” “I’m my best!” “it starts with me”

Health & Safety Education Community

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Areas of Function

• Disabilities (Learning & Physical)

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Areas of Function

• Anti-Smoking

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Areas of Function

• Anti-Smoking
• Anti-Drugs

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Areas of Function

• Anti-Smoking
• Anti-Drugs
• Autism

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Areas of Function

• Anti-Smoking
• Anti-Drugs
• Autism Safety
• Driving

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Areas of Function

• Anti-Smoking
• Anti-Drugs
• Autism Safety
• Driving
• Asthma

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Areas of Function

• Anti-Smoking
• Anti-Drugs
• Autism Safety
• Driving
• Asthma
• Obesity

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Areas of Function

• Anti-Smoking
• Anti-Drugs
• Autism Safety
• Driving
• Asthma
• Obesity Illnesses
• Chronic

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Areas of Function

• Anti-Smoking
• Anti-Drugs
• Autism Safety
• Driving
• Asthma
• Chronic
• Pandemics

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Areas of Function

• Anti-Smoking
• Anti-Drugs
• Autism Safety
• Driving
• Asthma
• Chronic
• Pandemics
• Nutrition
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Areas of Function

• Anti-Smoking
• Anti-Drugs
• Autism Safety
• Driving
• Asthma
• Chronic
• Pandemics
• Nutrition
• Violence
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Areas of Function

• Disabilities (Learning & Physical) • College Access
• Anti-Smoking
• Anti-Drugs
• Autism Safety
• Driving
• Asthma
• Chronic
• Pandemics
• Nutrition
• Violence
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Areas of Function

• Anti-Smoking • Reading & Literacy
• Anti-Drugs
• Autism Safety
• Driving
• Asthma
• Chronic
• Pandemics
• Nutrition
• Violence
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Areas of Function

• Anti-Drugs • Early Childhood Development
• Autism Safety
• Driving
• Asthma
• Chronic
• Pandemics
• Nutrition
• Violence
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Areas of Function

• Autism Safety • Financial Literacy
• Driving
• Asthma
• Chronic
• Pandemics
• Nutrition
• Violence
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Areas of Function

• Driving • High School Dropout Prevention
• Asthma
• Chronic
• Pandemics
• Nutrition
• Violence
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Areas of Function

• Asthma • Teacher Recruitment
• Chronic
• Pandemics
• Nutrition
• Violence
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Areas of Function

• Disabilities (Learning & Physical) • College Access • Adoption
• Chronic
• Pandemics
• Nutrition
• Violence
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Areas of Function

• Anti-Smoking • Reading & Literacy • Community Engagement
• Chronic
• Pandemics
• Nutrition
• Violence
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Areas of Function

• Anti-Drugs • Early Childhood Development • Energy Conservation
• Chronic
• Pandemics
• Nutrition
• Violence
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Areas of Function

• Autism Safety • Financial Literacy • Hunger Prevention
• Chronic
• Pandemics
• Nutrition
• Violence
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Areas of Function

• Driving • High School Dropout Prevention • Mentoring
• Chronic
• Pandemics
• Nutrition
• Violence
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Areas of Function

• Asthma • Teacher Recruitment • Environment & Cleanliness
• Chronic
• Pandemics
• Nutrition
• Violence
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Areas of Function

• Asthma • Teacher Recruitment • Environment & Cleanliness
• Obesity Illnesses • Tolerance
• Chronic
• Pandemics
• Nutrition
• Violence
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e Process

Leaders, Gov’t & NGO’s weDO Team
• A council constituted by members
• Provide an overview of issues from the ad & media industry , • Conduct Research
facing the society private sector & ministries • Construct Strategy
• Support us through technical • Determine which of the issues to • Pool resources
knowhow and expertise on subjects address given the wide array of • Implement Campaign
issues and limited resources • Monitor Eﬀectiveness
• Also reviews campaigns & • Provide Learnings
strategies

weDO Council

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e Process
May also recommend initiatives

Leaders, Gov’t & NGO’s weDO Team
• A council constituted by members
• Provide an overview of issues from the ad & media industry , • Conduct Research
facing the society private sector & ministries • Construct Strategy
• Support us through technical • Determine which of the issues to • Pool resources
knowhow and expertise on subjects address given the wide array of • Implement Campaign
issues and limited resources • Monitor Eﬀectiveness
• Also reviews campaigns & • Provide Learnings
strategies

weDO Council

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e Resources

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e Resources
PSA Cause

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e Resources
PSA Cause

Media Space
Donation

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e Resources
PSA Cause

Media Space
Donation

Pro Bono
Creative
Development

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e Resources
PSA Cause

Media Space
Donation

Pro Bono
Creative
Development

Private
Contributions &
Sponsors

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e Resources
PSA Cause

Media Space
Donation

Pro Bono
Creative
Development

Private
Contributions &
Sponsors

Research

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e Resources
PSA Cause

Media Space
Donation

Pro Bono
Creative
Development

Private
Contributions &
Sponsors

Strategy
Research Development &
Implementation

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e Resources
PSA Cause

Media Space
Donation

Pro Bono
Creative
Development

Private
Contributions &
Sponsors

Strategy
Research Development & Monitor Eﬀect
Implementation

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What weDO

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What weDO

Knowledge Sourcing

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What weDO

Knowledge Sourcing

Resources
Distrib ution of

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What weDO

Knowledge Sourcing

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What weDO

Knowledge Sourcing

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What weDO

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What weDO

Knowledge Sourcing

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2010 List of Planned Programs

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Individual Social Responsibility:

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• March – weDO nanced and made possible by Ogilvy (Ad Agency) Pro-Bono
support & various media space donations and discounts

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• Social mobilization is the backbone of weDO’s success

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• Use as a platform to raise awareness on each individual’s responsibility for betterment
of society while launching weDO and it’s initiatives

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• Verily never will Allah change a condition of a people, until they change what is
within their souls

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within their souls

Dengue Fever:

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within their souls

Dengue Fever:
• May - In collaboration with e Health Development Council of the Mecca Region
& the MOH 2009 cases up by 124% from 2008: 1,602 cases
• MOH estimates actual cases to be around 160,000

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within their souls

Dengue Fever:
Diabetes:

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within their souls

Dengue Fever:
Diabetes:
• October - MOH, To Be Con rmed (TBC)
– Increase of 0.8% in cases per annum
– Estimated by MOH to be prevalent in 50% of those aged 30+29% of total
population

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Human Rights:


Human Rights:
• Period: TBC – Human Rights Commission (TBC)


Human Rights:
• King Abdullah has approved a launch of a nationwide campaign to promote human rights culture


Human Rights:
• We hope to assist in availing them of the necessary strategic and tactical resources to generate a
campaign that will educate the public on the Kingdom’s legal procedures and instructions that
protect their rights, through channeling the help of private, educational and media organizations
across the Kingdom


Human Rights:
across the Kingdom
Emergency Preparedness:


Human Rights:
across the Kingdom
• Period: TBC – Civil Defense (TBC)


Human Rights:
across the Kingdom
• A PSA campaign to educate and empower citizens & residents to prepare themselves, their families
and their communities to respond to all kinds of emergencies.


Human Rights:
across the Kingdom
– Fire Safety


Human Rights:
across the Kingdom
– Fire Safety
– Medical Emergencies


Human Rights:
across the Kingdom
– Fire Safety
– Natural Disasters


Human Rights:
across the Kingdom
– Fire Safety
• We plan on asking the public to plan for the unexpected and to:


Human Rights:
across the Kingdom
– Fire Safety
– 1) get an emergency supply kit


Human Rights:
across the Kingdom
– Fire Safety
– 2) make a family emergency plan


Human Rights:
across the Kingdom
– Fire Safety
– 3) be informed about the diﬀerent types of emergencies that could
occur and their appropriate responses.


Human Rights:
across the Kingdom
– Fire Safety
– 3) be informed about the diﬀerent types of emergencies that could
occur and their appropriate responses.
• MANY unnecessary casualties can be avoided


Driving Safety & Etiquettes:


• Time: TBC, Ministry of Interior


• e latest studies indicate that the annual losses resulting from traﬃc accidents is now at SR21
billion… 4% of GDP


– At least 1 accident in the Kingdom every 2 minutes* (2006 data*)


– 1 Person seriously injured every 15 minutes


– 1 Death every 1 hour and 20 minutes


• We aim, through statistical & behavioural research, to nd a language to communicate with
drivers which will yield a decrease in number of accidents, period


• During the same strategy, we aim to include a communication campaign to future drivers who
may be easier to in uence and provide long term return


Parent Involvement


Parent Involvement
• Time: TBC, Ministry of Culture (TBC)


Parent Involvement
• Many of society’s social problems & successes could be attributed to the home environment


Parent Involvement
• In an increasingly demanding world and increased functions for youth to spend time on (i.e.
internet, computer games, phone etc), mothers & fathers tend to be spending less and less time
with their children not knowing many of their friends (cyber or physical) and in the meanwhile
knowing less of any problems and issues the child could be going through.


Parent Involvement
• In an increasingly demanding world and increased functions for youth to spend time on (i.e.
internet, computer games, phone etc), mothers & fathers tend to be spending less and less time
with their children not knowing many of their friends (cyber or physical) and in the meanwhile
knowing less of any problems and issues the child could be going through.
• We aim at creating a campaign re-instating the core value of family and the time
spent together


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Prevention of Drug Misuse :

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• Time: May-June, Mentor Foundation & Mentor Arabia

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• e Mentor Foundation is an international non-government not for pro t organisation with a
focus on the prevention of drug misuse and the promotion of health and well-being of young
people.

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people.
• Mentor seeks to identify, support and share information on eﬀective practice that will protect
young people from the harm that drugs can cause.

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people.
• Aim to create a campaign that educates the youth on the bene ts of staying away which
contributes to their better health and a wholesome society

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people.

Stay In School

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people.

Stay In School
• Secondary education completes the provision of basic education that began at the primary level,
and aims at laying the foundations for lifelong learning and human development, by oﬀering
more subject- or skill-oriented instruction using more specialized teachers

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people.

Stay In School
• Secondary education completes the provision of basic education that began at the primary level,
and aims at laying the foundations for lifelong learning and human development, by oﬀering
more subject- or skill-oriented instruction using more specialized teachers
– According to the world bank, the percentage of pupils who either don’t enrol in high-school or
never complete ranges between12% & 35%

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Bene ts to Private Sector

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• Private sector contributions bene t the donating company in a variety of ways

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– Contributing to the betterment of the community and future generations

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– Positive public relations

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– Improved customer relations

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– Additional marketing opportunities through the appearance of their logos/name as
entities who made the dissemination of the campaign possible

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– Additional marketing opportunities through the appearance of their logos/name as
entities who made the dissemination of the campaign possible

• Bene ts exceed above listed items by far and could be included in any company’s CSR
program

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Summary

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Summary

• Our eﬀorts will not solve society’s problems…
– But they help…
– ey matter & make a diﬀerence

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Summary

• Aim to make longer-lasting impact on society’s issues by addressing diﬃculties in the lives of the
citizens

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Summary

citizens
• orough, accurate and striking communication campaigns
– Excellent reminders on pressing issues and what the citizen can do.

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Summary

citizens
• Eventually take a preventative, not reactive, approach to the social problems in the kingdom.
– Especially with children & youth under 29
– eir fundamental values and belief systems are still being
formed.

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Summary

citizens
• Eventually take a preventative, not reactive, approach to the social problems in the kingdom.
– Especially with children & youth under 29
– eir fundamental values and belief systems are still being
formed.
• An improved community bene ts EVERYONE as the
society becomes more empowered on every level!

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Collaborators so far…
Organizations &
Advertising & Media Private Sector
Government Bodies

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Final Words

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Final Words

We could end up doing less or a lot more,
depending on the nancial, strategic, logistical
and moral support we drum from the advertising
and media industry as well as the private sector
and the community

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Together,

make a diﬀerence


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Editor's Notes