Community Engagement Programs

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Hani-BinMahfooz

Hani Bin Mahfoz

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Waleed-Almotairi

Waleed Almotairi

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Anas-Alratoui

Anas Alratooe

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Hatem-Ali

Hatim Ali

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Shahad Arfat

Experts Panel

Wondering how community engagement can strengthen relationships and encourage participation?
We design innovative community engagement programs at TAM that foster effective communication and inspire sustainable participation. With our extensive expertise, we develop tailored strategies that build long-term relationships between organizations and their targeted communities. Through integrated digital solutions supported by specialized advisory services, we help your organization reach a wider audience, drive active participation, and achieve a tangible impact that supports strategic goals.

Overview

Related to Offline Community Engagement Programs

Related Projects or Insights

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Strategy Design

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Project Management

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Engagement Event Design

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Educational Program Design

Services

<ul>
<li>Increased engagement and active participation with targeted communities.</li>
<li>Initiatives that foster long-term, meaningful relationships with local stakeholders.</li>
<li>A more engaged community actively contributing to achieving strategic objectives.</li>
</ul>

What’s the impact?

<ul>
<li>Proven experience in developing transformative initiatives that inspire community participation and support sustainability.</li>
<li>We design strategies that enhance effective communication within communities.</li>
<li>We provide integrated digital solutions supported by specialized advisory services.</li>
<li>We ensure your initiatives create long-term impact with measurable results.</li>
</ul>

Why partner with us?

Community Engagement Programs - Tam

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Practitioners Engagement Programs

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Amr-Mandurah

Amr Mandurah

Hani Bin Mahfooz

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Mohammed-Almaziad

Mohammed Almaziad

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Razan-Babtain

Razan Babtain

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Yasin Mandi

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Manal-Ghilan

Manal Ghilan

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Mohammed Bashmakh

Mohammad Bashammakh

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Shaza-Alashi

Shaza Alashi

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Saif-Alamri

Saif Alamri

Anas Alratoee

Want to know how practitioners engagement can foster community and inspire knowledge sharing?
We deliver effective programs that connect enthusiasts and practitioners, inspiring them and fueling their passion. Through specialized initiatives and programs, we help build vibrant communities where members exchange expertise, collaborate on projects, and enhance their skills.
At TAM, we understand the aspirations and needs of creative individuals and are committed to supporting their growth and development. Through targeted initiatives and unique programs, we empower creative communities to share knowledge, collaborate, and continuously develop their skills and interests.

Related to Hobbyist/Practitioners Engagement

Transformation Advisory

Delivery Acceleration

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Public Engagement

<ul>
<li>Access to a network of professionals with shared interests.</li>
<li>High-value knowledge that stimulates innovation and continuous improvement.</li>
<li>A more skilled and engaged community within your target sector.</li>
</ul>

<ul>
<li>We design unique programs that connect practitioners, facilitate idea exchange, and foster a collaborative professional environment.</li>
<li>Our customized strategies enhance sustainable and impactful engagement over the long term.</li>
<li>‏Our team has the expertise and background to solve local and regional challenges effectively.</li>
<li>We enable seamless access to a broad target audience to maximize impact.</li>
</ul>

Practitioners Engagement Programs - Tam

Stakeholder Engagement Programs

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Looking to drive growth and meet market demands through stakeholder engagement?
We at TAM design and implement stakeholder engagement programs to foster collaboration and drive sustainable growth. Our tailored strategies build strong relationships, align efforts under a unified vision, and promote shared learning. With our expertise in project management and workshops, we help your organization achieve active stakeholder participation, align objectives, and support long-term success.

Related to Stakeholder Engagement Programs to Increase Demand in a Sector

Benchmarking and best practices

 Discovery on target audience and research

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Segmentation

Stakeholders discovery and engagement

Go to market plan

Incentive design

Current situation analysis

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Engagement strategy

Understanding Partners Challenges and Opportunities

⁠⁠Priorities Model

Incentive Schemes.

<ul>
<li>Greater stakeholder participation, driving growth and cooperation.</li>
<li>Enhanced alignment with industry standards and long-term success through strengthened stakeholder efforts.</li>
<li>Unified strategies that align all efforts under a clear and cohesive vision.</li>
</ul>

<ul>
<li>Proven experience in designing and implementing strategic stakeholder engagement programs.</li>
<li>We develop initiatives that unify stakeholders under a clear, shared vision.</li>
<li>Our team has expertise in managing workshops, projects, and fostering collaboration with stakeholders.</li>
</ul>

Stakeholder Engagement Programs - Tam

Awards & Competitions

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Mohamed-Negm

Mohamed Negm

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Amr-Hassan-Seif

Amr Hassan

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Abdullah-Altwaim

Abdullah Altwaim

Want to leverage awards and competitions to build credibility and enhance your organization’s reputation?
We work with you to design and implement tailored awards and competition initiatives that recognize capabilities and talents while building your organization’s credibility. These initiatives bridge the gap between talents and organizations, fostering meaningful connections and driving public engagement and transformation. Through careful planning and strategic execution, we create programs that celebrate achievements, inspire participation, and elevate your organization’s reputation within the sector.

Related to Awards & Competitions

Marketing & Communication

 Filtration & Selection Management

Award Design

 Registration Platform

 Final Event Design

<ul>
<li>Increased engagement with the target audience and encouragement of active participation.</li>
<li>Elevated sector standards through enhanced competitiveness.</li>
<li>Access to a comprehensive database of top talents and high-quality, innovative outputs.</li>
</ul>

<ul>
<li>Proven experience in designing and executing awards and competitions at both local and regional levels.</li>
<li>We develop tailored strategies to enhance the value of achievement and attract top talents.</li>
<li>We ensure award initiatives align with your objectives to boost credibility and audience trust.</li>
<li>We provide integrated digital solutions supported by specialized advisory services.‏</li>
<li>Our team has the expertise and background to solve local and regional challenges effectively.</li>
<li>We have enabled awards valued at over 2 million SAR, contributing to sustainable impact.</li>
</ul>

Why TAM?

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Awards &#038; Competitions

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Cultural Talents Tournament

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Duration: 12 months 
Client: Ministry of Culture in partnership with the Ministry of Education 
Industry:Culture | Education

Challenge 
<ul>
<li>Identifying and nurturing cultural proficiency in different areas of study for male and female students pursuing general education from across the Kingdom.</li>
</ul>
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Outcome 
<ul>
<li>Over 200,000 students from various parts of the Kingdom participated.</li>
<li>More than 8,192 male and female students attended training workshops.</li>
<li>Presenting awards to 1,918 male and female students who excelled in the educational department.</li>
<li>Organizing a cultural training camp, which was attended by 117 male and female students.</li>
<li>Collaborating with over 94 male and female supervisors from various educational departments.</li>
<li>Collaborating with 10 experienced male and female trainers who specialize in cultural fields.</li>
<li>Cooperating with various cultural institutes and museums to arrange field visits during the training camp.</li>
</ul>
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Impact 
<ul>
<li>Achieving a significant milestone in developing the Kingdom&#8217;s cultural sector by empowering future generations.</li>
<li>Combining the concept of culture directly and indirectly into the curriculum of general education schools.</li>
<li>Enhancing awareness and preservation of Saudi Arabia&#8217;s cultural heritage.</li>
<li>Establishing sustainable opportunities by setting up training institutes and cultural scholarship programs.</li>
</ul>
<h2></h2>
<h2>&#8220;Distinguished Talents in Theatre, Films, and Visual Arts Win Awards in Cultural Skills Competition&#8221;</h2>
The competition, known as the Cultural Talents Tournament, is a nationwide event that takes place in the Kingdom and is open to general education schools. The competition aims to identify innovative students in various cultural fields, supporting them and helping them improve their skills. The competition has six primary categories, including Film, Music, Literature, Theater, Visual Arts, and Heritage. The competition is intended for male and female students in the upper grades of primary school and middle and high school students.
The competition aims to showcase the cultural skills of students using a well-designed methodology to achieve the following:
<ul>
<li>Safeguard the cultural heritage of the Kingdom and raise awareness about it.</li>
<li>Discovering and developing skills in cultural and artistic fields.</li>
<li>Increase the enthusiasm of male and female students towards pursuing diverse cultural fields.</li>
<li>Ensure male and female students can utilize their potential.</li>
</ul>
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The competition goes through different stages: preparation, launch, discovery, sorting- process, training, judging, camp, and ceremony.
The stages were designed to activate the main objectives of the competition according to the best practices followed in the cultural and training fields.
The first stage involves receiving entries from male and female students in specified tracks, followed by sorting and filtering to select the best entries.
In the third stage, students will develop cultural skills through distance training and submit creative entries. Judges will then choose the best entries and reward the winners.
In the fifth stage. The selected students will participate in a training camp to further develop their creative skills in various cultural fields. The results will be announced in the closing ceremony.
The competition offers prizes worth more than 5 million Saudi riyals. The winners in each track and each educational stage will receive 100,000 riyals for the first place, 75,000 riyals for the second place, and 50,000 riyals for the third place.
The competition is part of the “Cultural Capability Development” strategy, which aims to improve the connection between general education students in the Kingdom with culture and arts. The goal is to identify their skills and work towards enhancing and developing them. This will enable creative individuals to contribute to the enrichment and effectiveness of Saudi Arabia&#8217;s cultural sector.
<h2>Media Coverage:</h2>
<ul>
<li><a href="https://twitter.com/mbcinaweek/status/1664626176743055362?s=21&amp;t=s-NumyBxfdAJBRViDrPmVA">https://twitter.com/mbcinaweek/status/1664626176743055362?s=21&amp;t=s-NumyBxfdAJBRViDrPmVA</a></li>
</ul>
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<h2>Additional References:</h2>
<ul>
<li><a href="https://engage.moc.gov.sa/cst">https://engage.moc.gov.sa/cst</a></li>
</ul>

Cultural Talents Tournament - Tam

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National Culture Awards

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<h4>Celebrating and Showcasing the Diverse Cultural Talents</h4>
National Culture Awards 
Client : Ministry of Culture 
Duration : 14 Months 
Industry : Culture

To bring awareness to, show support for, and encourage Saudi creative talents to forge ahead and become new role models within the 16 cultural sectors.


Tens of thousands of local creatives showed interest in cultural progress by applying for the awards. The positive response to the event allows for its continuation, inspiring hundreds, if not thousands, more people to take creative action.


The awarding event engaged the community and brought back cultural awareness through the 180 million social media impressions and reach. This, along with the almost 30,000 submissions, goes to show just how such an event can create new Saudi cultural heroes and magnify the national appreciation for culture.   The event was also able to increasingly expand the Saudi locals’ cultural awareness and horizons, no matter the hurdle.


Saudi Arabia’s newly acquired digital culture has allowed it to digitize its traditional culture which has, by default, motivated Saudi cultural creatives into advancing and showcasing their talents through digital multimedia platforms.
As Saudi Arabia’s outlook on life, culture and the economy changes, the public’s interest in cultural expression grows and diversifies. A 2019 report by the Ministry of Culture has proven that Vision 2030’s measures have spread cultural vocabulary and practices far beyond just the elites to the public at large.
That same year, the kingdom inaugurated 16 new cultural development authorities &#8211; one for each sector (i.e. film, heritage, language, music, etc.) &#8211; to further support, sponsor, and promote Saudi talents. Aside from its own tasks and strategies, the Ministry of Culture was commissioned with guiding and directing these authorities on the path to a brighter 2030.
“Culture, with its civilizational value, its social weight, and its effective developmental role today occupies the place it deserves. Thanks to the inspiring and ambitious national vision, the Saudi Vision 2030, which restored culture as a basic pillar in building society.  Anchored by the national identity and aspects of pride in the history and civilization of the Kingdom of Saudi Arabia.” &#8211; Vice Minister of Culture, Hamed M. Fayez.
<img loading="lazy" decoding="async" class="alignnone wp-image-3001 size-large" src="https://admin-web.tam.run/wp-content/uploads/2025/01/nca-2nd-1024x428.png" alt="" width="580" height="242" srcset="https://core.tam.sa/wp-content/uploads/2025/01/nca-2nd-1024x428.png 1024w, https://core.tam.sa/wp-content/uploads/2025/01/nca-2nd-300x125.png 300w, https://core.tam.sa/wp-content/uploads/2025/01/nca-2nd-768x321.png 768w, https://core.tam.sa/wp-content/uploads/2025/01/nca-2nd-1200x501.png 1200w, https://core.tam.sa/wp-content/uploads/2025/01/nca-2nd.png 1441w" sizes="auto, (max-width: 580px) 100vw, 580px" />
<h2>Recognizing and rewarding talents</h2>
The Saudi Ministry of Culture appointed TAM’s expertise in an effort to publicly introduce its first ever National Culture Awards (NCA) event. The aim of the event was to celebrate the cultural accomplishments and productions of talented locals, with a focus on encouraging the creation of culture-conveying content.
NCA’s awareness campaign kicked off with a simple tweet, posted from the initiative&#8217;s independent Twitter account, announcing the commencement of nominee submissions. With the help of retweets from the ministry itself as well as other significant Saudi individuals, that single post gained enough traction to be viewed millions of times throughout the three-month registration period ending September 30, 2020.
The event was picked up by both local and international leading online news platforms &#8211; such as Saudi Press Agency, Arab News, and Al Arabiya &#8211; garnering the attention of millions of readers. Between the news platforms, Twitter, and other digital media, the campaign earned over 180 million reposts and hashtags, seven million clicks and reactions, and 35 million views. Alongside the digital angle, direct marketing was able to bring in tens of thousands of website visits.
After a successful initial campaign, the public began the process of nominating their work or that of others, through the newly dedicated NCA website, for the chance to receive one of the 14 awards categorized based on skill sets, achievements, and contributions to the Saudi cultural society. The total number of registered nominees reached approximately 30,000.
“These intellectuals and creative minds are our cultural capital. With whom we will reach, with them and with their help, a cultural renaissance fitting the stature of our country.” &#8211; Minister of Culture, Prince Badr bin Farhan Al-Saud.
A criteria-based digital sorting system provided by TAM eased the process of separating the valid from the invalid submissions to extract around 1,150 viable proposals. They then made their way through a council of category experts and specialists who made the final winning decisions using the same aforementioned sorting system.
This project was one of the many initiatives the Ministry of Culture has taken to engage the community in and bring awareness to the Saudi culture. The registration of tens of thousands of people just goes to show how immensely talented Saudi locals are and their willingness to participate in events that showcase their individual culture-based talents. This has also proven the extent to which the many cultural sectors have broadened within a mere four-year timespan, pandemic-filled year and all.
<h2>Media Coverage</h2>
<div>
<ul>
<li><a href="https://www.arabnews.com/node/1845661/saudi-arabia">https://www.arabnews.com/node/1845661/saudi-arabia</a></li>
<li><a href="https://www.spa.gov.sa/viewfullstory.php?lang=en&amp;newsid=2219712">https://www.spa.gov.sa/viewfullstory.php?lang=en&amp;newsid=2219712</a></li>
<li><a href="https://en.vogue.me/culture/national-culture-awards-winners/">https://en.vogue.me/culture/national-culture-awards-winners/</a></li>
<li><a href="https://www.saudigazette.com.sa/article/605748/SAUDI-ARABIA/Riyadh-governor-to-patronize-closing-ceremony-of-National-Cultural-Awards">https://www.saudigazette.com.sa/article/605748/SAUDI-ARABIA/Riyadh-governor-to-patronize-closing-ceremony-of-National-Cultural-Awards</a></li>
</ul>
</div>
&nbsp;
<h2>Extra References</h2>
<div>
<ul>
<li><a href="https://www.arabnews.com/node/1622901/saudi-arabia">https://www.arabnews.com/node/1622901/saudi-arabia</a></li>
<li><a href="https://www.moc.gov.sa/sites/default/files/2021-02/MOC_Report%20on%20State%20of%20Culture.pdf">https://www.moc.gov.sa/sites/default/files/2021-02/MOC_Report%20on%20State%20of%20Culture.pdf</a></li>
</ul>
</div>

National Culture Awards - Tam

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Name a Rock

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<h4>Developing a Sense of National Pride Through Community Engagement</h4>
Name a Rock 
Client : Royal Commission for AlUla 
Duration : 5 Months 
Industry : Culture, Tourism

To create a sense of pride and belongingness in Saudi Arabia among the local community through community engagement and participation.


Hundreds of people participated in the competition, and thousands more wanted to witness the final event. Over 300 unique formations in the deserts of Saudi Arabia were discovered and can now be visited as tourist sites.


The submission of more than 1,770 photos and discovery of 394 new rock formations expanded the planned development of one of the most popular tourist destinations in Saudi Arabia. Locals take pride in the beauty of their country and themselves, even more so now that they have discovered and named certain tourist attractions.


When a country promotes its tourist sites, it is not only doing so for the benefit of travelers or the economy, but also to show pride in the beauty of its nation. Up until 2016 when Saudi Arabia’s Vision 2030 came into play, tourism in the kingdom was minimal as most of its visitors would come solely to perform pilgrimage.
In an attempt to hit its 100 million visitors by 2030, Saudi Arabia had to start acting quickly and efficiently. It set an investment goal of $810 billion for the expansion and promotion of tourism, culture, and entertainment in the country. In 2017, it had already allocated $2.64 billion for six different initiatives, and finally released its tourist visas in 2019, issuing over 400,000 of them in the first six months alone.
Although hampered by the sudden rise of a pandemic, the kingdom still has high hopes for its short term tourism results. According to the Saudi Tourism Authority, 2022 should bring with it a total of 62 million domestic and international visits &#8211; or 62% of the end goal &#8211; along with 836,000 new job opportunities.
The fulfillment of Vision 2030’s tourism plan falls not only on the shoulders of the government but the locals as well. After all, this is all being done just as much for the locals as for the country as a whole.
<img loading="lazy" decoding="async" class="alignnone wp-image-2987 size-large" src="https://admin-web.tam.run/wp-content/uploads/2025/01/name-rock-2nd-1024x550.png" alt="" width="580" height="312" srcset="https://core.tam.sa/wp-content/uploads/2025/01/name-rock-2nd-1024x550.png 1024w, https://core.tam.sa/wp-content/uploads/2025/01/name-rock-2nd-300x161.png 300w, https://core.tam.sa/wp-content/uploads/2025/01/name-rock-2nd-768x412.png 768w, https://core.tam.sa/wp-content/uploads/2025/01/name-rock-2nd-1536x825.png 1536w, https://core.tam.sa/wp-content/uploads/2025/01/name-rock-2nd-1200x644.png 1200w, https://core.tam.sa/wp-content/uploads/2025/01/name-rock-2nd.png 1920w" sizes="auto, (max-width: 580px) 100vw, 580px" />
<h2>Name a Rock, Leave a Mark</h2>
How does one go about involving the locals in the tourism expansion plan? Saudi Arabia’s Royal Commission for AlUla enlisted TAM’s services in order to implement a project that would make sure any locals or city visitors felt their true value to the country. The competition, dubbed ‘Name a Rock’ (English for “عيّن حجرة”), was launched in 2018 to promote and raise awareness of the beauty that is the ancient city of AlUla, as well as create a sense of pride, ownership, and belongingness among the namers.
‘Name a Rock’ involved taking a trip out into the deserts of AlUla, searching for unique rock formations, photographing them, and giving them an apt name. As with most any other competition, the top three chosen submissions were awarded. The competition was announced through a tweet from the Royal Commission for AlUla’s Twitter account, in both English and Arabic allowing it to gain a wider audience reach. From then on, the announcements and promotions commenced through the different social media platforms as well as traditional and online media coverage.
Twitter in specific was able to garner a reach of over 40 million &#8211; six million more than the total Saudi population. The entries &#8211; the majority of which were from AlUla inhabitants &#8211; yielded a total of 394 new unique rock formations.
“Thank you. Thank you to the Royal Commission in AlUla Governorate for this wonderful organization and preparation for the Name a Rock competition. If this is the beginning, then you can only imagine the days and nights to come, and what an extravagance AlUla will become now that AlUla is beginning to really live the dream.” &#8211; Mohamed Al Qadi (Translated Twitter post)
The marketing approach did not solely rely on digital tactics, but on-ground direct methods as well. The competition set up a dedicated booth during the AlUla Dates Festival, which alone obtained hundreds of submissions. Street stands were also placed in multiple locations to actively engage with the city’s inhabitants and personally invite them to participate.
Afterwards came the two filtration processes. The first had the chosen committee, composed of AlUla and TAM representatives, hand pick the top 10 submissions. The second nomination stage was executed in two parts, half voting and half judging. The voting aspect &#8211; done through the ‘Name a Rock’ website &#8211; was for the public to complete, and the judging phase was done by the committee itself.
This lead to the final event which consisted of 550 guests separated into two audience categories, the invited VIPs (i.e. AlUla’s governor, government officials, the winners and their families, etc.) and the general public. The audience witnessed a ceremony honoring the top five contestants, and the awarding of the three winners.
People in different city locations reacted contrastingly to the various multimedia platforms. Nevertheless, the submissions were mainly sent in by those who knew the area well and were adventure-inclined. The ticket purchases and inquiries for attending the final event demonstrated the vast interest people had in witnessing this national pride-filled occasion. This was also seen during the voting session that accumulated thousands of likes on the finalists’ competition posts.
<h2>Media Coverage</h2>
<ul>
<li><a href="https://www.arabnews.com/node/1371636/saudi-arabia">https://www.arabnews.com/node/1371636/saudi-arabia</a></li>
<li><a href="https://www.almowaten.net/2018/12/%D8%B9%D9%8A%D9%86-%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D9%88%D8%B1%D8%A7%D8%B3-%D8%A7%D9%84%D8%B0%D9%8A%D8%A8-%D9%88%D9%81%D8%B7%D8%B1-%D8%A7%D9%84%D8%B2%D9%85%D9%8A%D9%84%D8%A9-%D8%AA%D8%AD%D8%B5%D8%AF/">https</a><a href="https://www.almowaten.net/2018/12/%D8%B9%D9%8A%D9%86-%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D9%88%D8%B1%D8%A7%D8%B3-%D8%A7%D9%84%D8%B0%D9%8A%D8%A8-%D9%88%D9%81%D8%B7%D8%B1-%D8%A7%D9%84%D8%B2%D9%85%D9%8A%D9%84%D8%A9-%D8%AA%D8%AD%D8%B5%D8%AF/">://</a><a href="https://www.almowaten.net/2018/12/%D8%B9%D9%8A%D9%86-%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D9%88%D8%B1%D8%A7%D8%B3-%D8%A7%D9%84%D8%B0%D9%8A%D8%A8-%D9%88%D9%81%D8%B7%D8%B1-%D8%A7%D9%84%D8%B2%D9%85%D9%8A%D9%84%D8%A9-%D8%AA%D8%AD%D8%B5%D8%AF/">www</a><a href="https://www.almowaten.net/2018/12/%D8%B9%D9%8A%D9%86-%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D9%88%D8%B1%D8%A7%D8%B3-%D8%A7%D9%84%D8%B0%D9%8A%D8%A8-%D9%88%D9%81%D8%B7%D8%B1-%D8%A7%D9%84%D8%B2%D9%85%D9%8A%D9%84%D8%A9-%D8%AA%D8%AD%D8%B5%D8%AF/">.</a><a href="https://www.almowaten.net/2018/12/%D8%B9%D9%8A%D9%86-%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D9%88%D8%B1%D8%A7%D8%B3-%D8%A7%D9%84%D8%B0%D9%8A%D8%A8-%D9%88%D9%81%D8%B7%D8%B1-%D8%A7%D9%84%D8%B2%D9%85%D9%8A%D9%84%D8%A9-%D8%AA%D8%AD%D8%B5%D8%AF/">almowaten</a><a href="https://www.almowaten.net/2018/12/%D8%B9%D9%8A%D9%86-%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D9%88%D8%B1%D8%A7%D8%B3-%D8%A7%D9%84%D8%B0%D9%8A%D8%A8-%D9%88%D9%81%D8%B7%D8%B1-%D8%A7%D9%84%D8%B2%D9%85%D9%8A%D9%84%D8%A9-%D8%AA%D8%AD%D8%B5%D8%AF/">.</a><a 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href="https://www.almowaten.net/2018/09/%D8%A7%D9%84%D9%87%D9%8A%D8%A6%D8%A9-%D8%A7%D9%84%D9%85%D9%84%D9%83%D9%8A%D8%A9-%D8%A8%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D8%AA%D8%B7%D9%84%D9%82-%D9%85%D8%B3%D8%A7%D8%A8%D9%82%D8%A9-%D8%B9%D9%8A%D9%90/">بالعلا</a><a href="https://www.almowaten.net/2018/09/%D8%A7%D9%84%D9%87%D9%8A%D8%A6%D8%A9-%D8%A7%D9%84%D9%85%D9%84%D9%83%D9%8A%D8%A9-%D8%A8%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D8%AA%D8%B7%D9%84%D9%82-%D9%85%D8%B3%D8%A7%D8%A8%D9%82%D8%A9-%D8%B9%D9%8A%D9%90/">&#8211;</a><a href="https://www.almowaten.net/2018/09/%D8%A7%D9%84%D9%87%D9%8A%D8%A6%D8%A9-%D8%A7%D9%84%D9%85%D9%84%D9%83%D9%8A%D8%A9-%D8%A8%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D8%AA%D8%B7%D9%84%D9%82-%D9%85%D8%B3%D8%A7%D8%A8%D9%82%D8%A9-%D8%B9%D9%8A%D9%90/">تطلق</a><a href="https://www.almowaten.net/2018/09/%D8%A7%D9%84%D9%87%D9%8A%D8%A6%D8%A9-%D8%A7%D9%84%D9%85%D9%84%D9%83%D9%8A%D8%A9-%D8%A8%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D8%AA%D8%B7%D9%84%D9%82-%D9%85%D8%B3%D8%A7%D8%A8%D9%82%D8%A9-%D8%B9%D9%8A%D9%90/">&#8211;</a><a href="https://www.almowaten.net/2018/09/%D8%A7%D9%84%D9%87%D9%8A%D8%A6%D8%A9-%D8%A7%D9%84%D9%85%D9%84%D9%83%D9%8A%D8%A9-%D8%A8%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D8%AA%D8%B7%D9%84%D9%82-%D9%85%D8%B3%D8%A7%D8%A8%D9%82%D8%A9-%D8%B9%D9%8A%D9%90/">مسابقة</a><a href="https://www.almowaten.net/2018/09/%D8%A7%D9%84%D9%87%D9%8A%D8%A6%D8%A9-%D8%A7%D9%84%D9%85%D9%84%D9%83%D9%8A%D8%A9-%D8%A8%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D8%AA%D8%B7%D9%84%D9%82-%D9%85%D8%B3%D8%A7%D8%A8%D9%82%D8%A9-%D8%B9%D9%8A%D9%90/">&#8211;</a><a href="https://www.almowaten.net/2018/09/%D8%A7%D9%84%D9%87%D9%8A%D8%A6%D8%A9-%D8%A7%D9%84%D9%85%D9%84%D9%83%D9%8A%D8%A9-%D8%A8%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D8%AA%D8%B7%D9%84%D9%82-%D9%85%D8%B3%D8%A7%D8%A8%D9%82%D8%A9-%D8%B9%D9%8A%D9%90/">عي</a><a href="https://www.almowaten.net/2018/09/%D8%A7%D9%84%D9%87%D9%8A%D8%A6%D8%A9-%D8%A7%D9%84%D9%85%D9%84%D9%83%D9%8A%D8%A9-%D8%A8%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D8%AA%D8%B7%D9%84%D9%82-%D9%85%D8%B3%D8%A7%D8%A8%D9%82%D8%A9-%D8%B9%D9%8A%D9%90/">%</a><a href="https://www.almowaten.net/2018/09/%D8%A7%D9%84%D9%87%D9%8A%D8%A6%D8%A9-%D8%A7%D9%84%D9%85%D9%84%D9%83%D9%8A%D8%A9-%D8%A8%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D8%AA%D8%B7%D9%84%D9%82-%D9%85%D8%B3%D8%A7%D8%A8%D9%82%D8%A9-%D8%B9%D9%8A%D9%90/">D</a><a href="https://www.almowaten.net/2018/09/%D8%A7%D9%84%D9%87%D9%8A%D8%A6%D8%A9-%D8%A7%D9%84%D9%85%D9%84%D9%83%D9%8A%D8%A9-%D8%A8%D8%A7%D9%84%D8%B9%D9%84%D8%A7-%D8%AA%D8%B7%D9%84%D9%82-%D9%85%D8%B3%D8%A7%D8%A8%D9%82%D8%A9-%D8%B9%D9%8A%D9%90/">9%90/</a></li>
<li><a href="https://www.abouther.com/node/13546/people/features/saudi-arabia-offering-over-26000-winner-rock-naming-competition">https://www.abouther.com/node/13546/people/features/saudi-arabia-offering-over-26000-winner-rock-naming-competition</a></li>
<li>Quote link: <a href="https://twitter.com/alqadimohamed2/status/1073686995669536768">https://twitter.com/alqadimohamed2/status/1073686995669536768</a></li>
</ul>
&nbsp;
<h2>Extra References</h2>
<ul>
<li><a href="https://sta.gov.sa/en/">https://sta.gov.sa/en/</a></li>
<li><a href="https://www.arabnews.com/node/1130646/saudi-arabia">https://www.arabnews.com/node/1130646/saudi-arabia</a></li>
<li><a href="https://hospitalityinsights.ehl.edu/saudi-arabia-tourism">https://hospitalityinsights.ehl.edu/saudi-arabia-tourism</a></li>
</ul>

Name a Rock - Tam

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CaseStudies_Images-12-copy

Israr Award

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<h4>Celebrating Persistence: The Key to Future Generations’ Success</h4>
Israr Award 
Client : Human Resources Development Fund 
Duration : 6 Months 
Industry : Education,

To build an environment of support for persistent people where their accomplishments can be celebrated.

Success stories were rolling in to reach 11,300 and those people gained acknowledgement and recognition for their hard work and years’ worth of effort.

Younger generations and anyone thinking their attempts at success are futile were proven to be mistaken. It can be seen from the number of submissions alone that success comes to those who try. These stories of persistence and the ensuing celebrations were able to reach millions of people across the kingdom, motivating them to try harder to achieve their goals and dreams.

It is not everyday people are given the opportunity to tell their stories or show future generations that no matter how tough life gets, persistence can and will get you there in the end. So, when someone who has found success after years of hardship speaks, the only option is to listen and learn.
Saudi Arabia has been fostering entrepreneurs and startups for years, but even more so since the launch of Vision 2030, and even further since the pandemic forced everyone to re-analyze their life choices. In fact, the global research association, Global Entrepreneurship Monitor, revealed that Saudi Arabia’s entrepreneurial activity has risen 24% since 2019 alone.
Another 65% increase in business ownership has occurred over the last three years as over 90% (up from 76.3%) of the kingdom’s adults now prefer the path of entrepreneurship. The country itself is nurturing small businesses and their owners so energetically that it jumped up 10 spots on the global entrepreneurship index to reach 7th place at the end of 2021.
Long before Vision 2030 ever came to be, KSA was preparing for the future. In the year 2000, the country established the Human Resources Development Fund to empower the national workforce to ensure a more productive contribution to the kingdom’s future development and progress.
<h2> Speak, listen, and learn</h2>
On top of becoming one of the HRDF’s supporting partners for its Israr Awards (“جائزة الإصرار”, or “Persistence Awards”) initiative, TAM was handed the role of organizing the program in 2015. The initiative had been created with multiple purposes directed both internally, at the country’s youth, and externally, towards the world.
The HRDF was and is determined to instill persistence as a core value among Saudi youth by validating its position as a key element on the road to success. It also aims to motivate them by altering the belief that their efforts in searching for work are futile and entry-level jobs lead them nowhere.

“This is all about strength of character, guts, and determination during the struggle for success in an individual’s life. It might be a very small success in global, local or financial terms, but the award is about rewarding the candidate’s determination and not their achievements, to deliver a message to the Saudi youth that perseverance reaps rewards.” &#8211; Ibrahim Al-Moaiqel, Director General of the HRDF.

The initiative officially launched the moment registration doors were opened to the public. However, people cannot simply be expected to predict when a project begins accepting submissions, meaning TAM had to first work on informing them. The most natural way to do so in this digital era was to begin the publicization process with social media (Twitter, Instagram, Facebook, and YouTube), where both Saudi youth and the rest of the world congregate to share their lives.
For the Israr Awards, Twitter was able to capture the most impressive reach of 280 million, bringing the combined total reach of the four platforms to 335.5 million. That number was in part due to the social media influencers who attended the launch dinner, where they were introduced to the initiative with the goal of passing it along to their followers. This was then followed up by direct interaction with the public to motivate them to share their stories.
The campaign and marketing strategy could only be considered successful after approximately 11,300 people, from every province in the kingdom, came forward with their inspiring success stories. This was when the filtration process commenced as the team had to shrink the previous number down to just 150 submissions for the four available categories &#8211; male employees, female employees, male entrepreneurs, and female entrepreneurs.
The only way this task could be accomplished quickly and effectively was by using TAM’s dedicated filtration system which would categorize the submissions based on a pre-set criteria list. These 150 people would go on to conduct interviews, in their respective provinces, with judging panels made up of some of Saudi Arabia’s most affluent businesspeople.
Ensuing interviews would be the deciding factor for the 12 finalists to move on to the video production stage. What this stage was focused on was depicting these people’s stories using visual means to aid the audience and the final judging committee in their decisions and winning votes.
Once the 295,000+ votes rolled in, the top four finalists (the first in each category) were invited to attend the closing ceremony where the winner of the “Most Persistent” title would be announced by the Minister of Labor, Dr. Mufrej Al-Haqbani. Prior to the announcement however, the ceremony attendees feasted their eyes on a 3D mapping and Holo-Gauze projection of the many different phases and choices a person goes through in their life.
The submissions for this project have told of the difficulties these successful individuals have been through and how they overcame them. It has also proven how strongly Saudi people feel for the concept of persistence and perseverance, and how gladly they would share any lessons they learned along the way with future generations.
<h2>Media Coverage</h2>
<ul>
<li><a href="https://www.arabnews.com/saudi-arabia/news/696866">https://www.arabnews.com/saudi-arabia/news/696866</a></li>
<li><a href="https://saudigazette.com.sa/article/64073">https://saudigazette.com.sa/article/64073</a></li>
</ul>
&nbsp;
<h2>Extra References</h2>
<ul>
<li><a href="https://www.mbsc.edu.sa/gem-saudi">https://www.mbsc.edu.sa/gem-saudi</a></li>
<li><a href="https://www.arabnews.com/node/1820286/business-economy">https://www.arabnews.com/node/1820286/business-economy</a></li>
</ul>

Israr Award - Tam

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CaseStudies_Images-13-copy

Folklore

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<h4>Heritage Lives on Via Present-day Folklore Competitiveness</h4>
Folklore 
Client : Ministry of Culture 
Duration : 4 Months 
Industry : Culture, Entertainment

Keeping Saudi history and heritage from being forgotten and abandoned by spreading the knowledge of the folklore society.

An entertaining, culture-filled competition that would go on to become a digitized documentation and database of Saudi history.

Unknown heritage customs, traditions, and stories have been passed down to the newer Saudi generations. This induces a sense of pride in the accomplishments and talent that has moved down the line throughout history. Hundreds of thousands of people now also have new stories to tell the generations to come of how they were able to witness so many different aspects of heritage in just one sitting.

Heritage does not lay solely in the sites that can be visited and seen, but also in the people, their words, music, and dance; also known as folklore. For Saudi Arabia, the revival of its heritage and its documentation for future generations is of utmost importance. So much so, that the kingdom has made it one of the most prevalent aspects of its Vision 2030.
It is assumed that the country’s first inhabitants arrived around 15,000 to 20,000 years ago, and from that moment on the Saudi heritage just kept on expanding beyond what we may even be able to comprehend today. Folklore comes in so many forms that it can sometimes be easy to lose track of what is real and what is made up.
To keep that confusion at bay the kingdom’s Ministry of Culture (MOC) devised a plan to digitize as much of it as it possibly could and share it all with the local and international public.
<h2> Folklore with a dash of competitive spirit</h2>
Sometimes an initiative’s gain is not financial nor futuristic but rather something simpler, something closer to community bonding. That is what the MOC set out to accomplish when it launched its Folklore Competition in 2019. It’s true, there may have been a prize for the final 26 winners, but that was not at all the main goal.
Folklore is merely the act of passing down past knowledge, customs, stories, and beliefs through the generations with words, music, and even dances. What better way to bring people together than through entertainment and culture? So, TAM looked to its engagement experts to put together a pragmatic competition that would please the audiences and the Saudi folklore community alike.
The competition was designed to encourage individuals and establishments to participate to keep the competitive spirit alive for nothing but pure enjoyment and keeping the local heritage alive in the process would not hurt. It was also a good excuse to create a digital database of all the documented folklore, just in case it winds up fading over time. TAM could not allow for thousands of years’ worth of history to simply wither away, and so it got to conducting the necessary operations, beginning with the competition’s website and submission platform.
TAM marched on over to social media to spread the word using infographics, promotional videos, polls, and static posts (including informational, motivational, and promotional) across the MOC’s Twitter accounts and YouTube channel. Even the online audio distribution and music sharing website SoundCloud was utilized for Folklore.
TAM’s digital marketing efforts resulted in a reach of 15.7 million &#8211; which was good, but not good enough to satisfy the team. Now was the time to forge ahead with direct marketing tools, such as telephone calls, emails, text messages, influencer marketing, and Folklore ambassadors. This garnered another few hundred thousand in reach, pushing the total website visits to 315,000.
The competition saw over 1,300 participants across its three categories: folktales and legends, folk dancing, and folk music. These contestants would initially need to go through a filtration process to determine their eligibility according to the necessary standards. To cut down on time wasted, TAM utilized a filtration system dedicated to the competition. Once that was completed, the remaining would be evaluated using a question-based rating system which resulted in the acceptance of 400 participants.
Finally, was the judging process, conducted by a panel of eight field specialists using a designated digital sorting system. After much consideration, the judges decided on the 26 winners: 10 for the tales, 8 for the dance, and 8 for the music. Finally, the winners were announced over social media through their personal, ambassador, and influencer accounts.

Through years, I have a lot about folklore and its importance. And today I am very happy as we see the Ministry of Culture making great strides to support and document folklore and that is due to its great importance, and because our region is full of the most exceptional arts. Thank you MOC Saudi and Badr bin Abdullah bin Farhan Al Saud.” &#8211; Content creator and influencer, Naid Hadi. (Translated Twitter Post)

The celebrations were conducted digitally, but that did not deter people from having a good time, even if it was through recorded video and social media posts. There was of course the added bonus of a prize for the winners, but again that was not the point of the competition. It was just one way for the public to engage with each other and participate in some lighthearted competition while keeping the kingdom’s culture in circulation.
<h2>Media Coverage</h2>
<ul>
<li><a href="https://www.arabnews.com/node/1559956/saudi-arabia">https://www.arabnews.com/node/1559956/saudi-arabia</a></li>
<li><a href="https://saudigazette.com.sa/article/578231">https://saudigazette.com.sa/article/578231</a></li>
<li><a href="https://www.wafyapp.com/en/article/ministry-of-culture-announces-folklore-competition">https://www.wafyapp.com/en/article/ministry-of-culture-announces-folklore-competition</a></li>
</ul>
&nbsp;
<h2>Extra References</h2>
<a href="https://www.kirj.ee/public/trames_pdf/2017/issue_2/Trames-2017-2-161-171.pdf">https://www.kirj.ee/public/trames_pdf/2017/issue_2/Trames-2017-2-161-171.pdf </a>