Summary

This initiative consists of a series of TV commercials that aimed to spread various ‘clean living’ messages to society.

About Initiative

Beginning in 2003, ALJCI introduced 4 commercials in cooperation with ‘Drive Communications’ to promote the values of vocational work under the theme "I am Proud," in which young Saudi males and females were encouraged to enter the workplace in jobs such as Barbershops, catering, taxi driving and tailoring.

ALJCI then launched 6 commercials to encourage young Saudis to get married. The commercials were themed, "Alone? Get married and Fill your life." Other commercials were also produced to encourage people to wear safety belts and quit smoking. ALJCI also partnered with ‘Full Stop’ Advertising to produce 3 commercials encouraging young males and females to start their own small businesses.

Initiative Management

The 3 commercials presented case studies of successful role models and encourages others to follow in the same way. A unique advertising campaign was then launched in cooperation with ‘Al Bayariq Group’ under the theme, "Who said work is bad?" The campaign included 11 commercials that highlighted the concept of hard work, respect and dedication as great values. The purpose was to promote self confidence among young males and females and to encourage them to work in various fields. Lately, commercials have been introduced to show the importance of love, respect and appreciation in our life.