The world's first sanitizing prayer beads. Helping protect pilgrims through an innovation rooted in faith, culture and wellbeing.
Challenge
Millions of Muslims. One Powerful Opportunity.
Millions of Muslims travel annually for Umrah and Hajj, creating one of the world's largest gatherings of people. SAUDIA wanted to demonstrate innovation in a way that was meaningful, culturally relevant and genuinely useful to pilgrims.
Insight
The most powerful innovations don't change behaviour. They enhance behaviours people already practice every day.
The Idea
Hygiene Innovation Rooted in Faith.
ProtecTasbih transformed a familiar religious object into a hygiene innovation. By integrating sanitizing technology into traditional prayer beads, SAUDIA created a simple yet powerful solution that helped protect pilgrims while respecting tradition and faith.
Results
100,000+
ProtecTasbihs Distributed
1.5M+
Pilgrims Reached
$2.9M
Earned Media Value
35
Countries Reached
+62%
Brand Love
+35%
Pilgrimage Traveller Bookings
Awards
🏆 Cannes Lions Gold
1 Cannes Lions Gold + 3 Cannes Lions Bronze
⭐ Dubai Lynx Grand Prix
4 Dubai Lynx Grand Prix + Multiple Dubai Lynx Silver & Bronze
🦁 MENA Effie Winner
Regional recognition for cultural innovation and social impact
Teaching children body safety through music. A first-of-its-kind initiative designed to educate, protect and empower children across the region.
Challenge
A Conversation Most Parents Don't Know How to Start.
One in nine children in the Middle East is affected by sexual abuse, yet most parents admit they don't know how to have conversations about body safety. Anghami wanted to create a tool that would help families start those conversations.
Insight
Some of life's most important lessons are easiest to learn through song.
The Idea
Body Safety Education Through Music.
Protective Rhymes transformed body safety education into a series of engaging nursery rhymes designed with child psychologists. Through memorable songs and relatable characters, the campaign helped children understand personal boundaries and protective behaviours in an age-appropriate way.
Results
15M+
Views & Streams
$4.1M
Earned Media Value
+53%
Increase in Regional Conversation
+186%
Awareness Among Children
+78%
Awareness Among Parents
Regional Adoption
By Schools & Child-Focused Organisations
Awards
🏆 Dubai Lynx Grand Prix
Dubai Lynx Silver + 9 Shortlists
⭐ MENA Effie Gold
Families & Children + Positive Change: Social Good
🦁 Cannes Lions Winner
International recognition for creative excellence and social impact