The Saudization campaign is an extremely important process for Saudis to undergo in order to eradicate the disease of unemployment. 

    

    Ever since the establishment of the campaign back in 2011, Saudi Arabia has reaped several merits and advantages. However, with every change, whether bad or good, people react differently. 

    

    This campaign has instilled fear within the foreigners and prejudice within some Saudis. Furtlermore, upon further research it was discovered that discrimination stemmed from both groups; some Saudis believing that foreigners are stealing their jobs and are a burden to the country, whereas some foreigners disrespect the Saudi culture and believe that Saudis are incapable of working. 

The Solution

        Tackling this problem is extremely essential as research has proven that this hatred and prejudice may only continue to grow which is not healthy for the country if the community is divided by the idea of the “other”. Moreover, diversity is very important as it has been proven that it levels the playing field internationally, raises the standard of education, instils cultural understanding, promotes foreign investment and establishes a balance within the community.

    

    Brick is a social campaign that aims to break this barrier and mindset between the two groups in the field of higher education.

Through Brick’s professional research network, Saudi and foreign employees in higher education will be able to share their research, collaborate and provide students with a platform to access and communicate with professors and experts all around Saudi Arabia. 

The website highlights every individual’s nationality and expertise in order for them to recognize each other’s significance in the development of Saudi Arabia and the advancement of the Saudi youth. It is further supported with T-shirt merchandise, social media posts and a photographic poster campaign, all of which further bolster and support the idea of diversity in higher education.

    

    

When brainstorming for social media posts, I wanted to make them simple, attractive and thought-provoking. Therefore, I sketched and digitized illustrations that looks fun and inviting yet had a thoughtful message that would help the audience in understanding the importance of diversity.

In order to connect the message of higher education, I tried to connect the phrases with popular quotes related to knowledge and success. For Eg: “The ladder to success”, “The Key to success”, Lightbulbs represent knowledge, maze represents hardships.

Since my social campaign was in the setting of higher education, I ensured that all my models were either currently studying/ planning to continue studying/ teaching in higher education and were from different races.

As I did my first test shots, I was debating between emotional, empathic posters and powerful, energetic posters. However, as I thought back to my purpose: empowering the Saudi youth through diversity in higher education, I realized a dynamic ad campaign that encouraged togetherness and enthusiasm would be directly alligned with my message. 

Therefore, before the models came to their scheduled I asked them to wear the clothes in which they felt most powerful, whether they had any music requests during the shoot, and to bring their closest diverse group of friends. These factors helped in ensuring comfort, confidence, and power for my models, thereby resulting in powerful shots.

T-shirt merchandise were designed as a source of revenue to maintain the website. Two series of shirts were designed, the white for events, whereas, the second one for casual wear. The most iconic design elements “Break. Barricade. I Build.” were included in order to spread the message of strength in diversity as people wear the merchandise. The casuals were designed for professors and students alike, drawing influence from everyday relaxed situations. 

A showreel was created so the audience may view the behind the scenes of the photography process. Showcasing this video would help in creating an emotional connection  between the audience and the artwork. Moreover, a logo animation of the three logos morphing into the final logo is created to show the audience the origins of the logo and its evolution.