Aloula First Welfare Society is a charitable organization established by women in the Saudi society in 1963. It helps families break the cycle of poverty through meeting their needs in areas such as health, social care and literacy. In a demonstration of their shared humanity, Taurus & Aloula came together to empower youth with the 21st century skills that would allow them to be better equipped to take on different challenges and become better versions of themselves who are contributing members of society.
The 21st century skill we tackled together was multimedia production with a focus on video production. The program was developed using the design thinking methodology that began with research, the results of which were used to conceptualize the toolkit that would be used to implement this program. We then oversaw the program implementation through recruiting volunteer trainers and training them on the toolkit, as well as scheduling the actual program sessions.
The program used experiential learning and consisted of cognitive, technical and thematic training. The 15-18-year-olds took part in hands-on exercises as they wrote scripts and learned about the stages of video production. This experience was about so much more than just learning how to produce short videos, as the program participants were also empowered with analytical thinking, effective communication, teamwork and innovation skills. What is more, by ensuring that the video production program’s design included awards and recognition, private sector engagement, a focus on Arabic content relevant to Saudi social values, and impact assessment; we were able to make the program even more effective.
Mawakeb Alajer is a recycling initiative that collects items that have been disposed of and gives them a new life by refurbishing them and selling them through their outlet. The initiative accepts items from all community members and organizations. Items are sold at affordable prices that are accessible to all. Such organizations are much needed in the Gulf countries, where rates of waste generation are alarmingly high. As it becomes more and more imperative that environmental sustainability concerns are addressed, it is organizations like Mawakeb Alajer that are paving the way for more eco-friendly practices in the region.
We really identify with the work that Mawakeb Alajer does, and so it truly has been a privilege for us to rebrand their visual identity. Indeed, what better way to care for humanity than to preserve the earth for our future generations? The identity we designed for Mawakeb Alajer not only reflected how they recycle, arrange and organize items, but also showed how they are ready to receive used items of various types and from various people, putting the needs of their cause above their own convenience. We were also able to upgrade all of Mawakeb Alajer’s collateral according to the new identity. After all, the more people like to ‘see’ an organization, the more likely they are to contribute to it.
Iftaar Saa’im is a collaboration between Arzaq Association and Jeddah Neighborhood Centers Association. The Arzaq Association distributes food to the needy, and has been especially active during the COVID-19 crisis. Jeddah Neighborhood Centers Association, on the other hand, aims to bring about social change in ways that enhance the role of family as the building block of society. Together, these organizations implemented the Iftaar Saa’im Ramadan campaign to spread goodwill within neighborhoods by giving Iftar to workers who would usually break their fasts at the local mosques, but could not do so due to the lockdown.
A campaign that was demonstrating our humanity and bringing our neighborhoods together when we needed it most, deserved a visual identity that encompassed the values of both founding organizations. This was where we were able to make a difference. We designed a brand identity that not only represented the campaign but gave a modern twist to the classic legacy of Ramadan. This distinctive identity ensured that the Iftaar Saa’im visuals we designed would make the brand instantly recognizable wherever they were used.
