Trend creates coronavirus awareness campaign on Snapchat for “Sabq” in collaboration with the Saudi Ministry of Health
Trend is a leading digital content creator that offers digital media services on all digital and traditional platforms in addition to monitoring and media reports services.
As part of its role, Trend launched a coronavirus awareness campaign with the Saudi Ministry of Health and Snapchat that began on March 12 and lasted for almost two months.
The campaign achieved 15 million views on Snapchat by 12 million users, while the total number of interactions with the campaign’s content reached 300,00 interactions.
On Twitter the campaign achieved wide traction, resulting in 4 million views of its videos and almost 2000 interactions.
Chief Executive Officer of Trend Hussein El-Hazimi stressed the digital direction that the company is moving toward, stating that the company utilized its ability to create influential digital content to contribute to spreading awareness among the public, given the millions of views that its content gets on the platforms that it works on.
El-Hazimi said that this participation “comes from the company’s sense of responsibility towards our country and society in this exceptional crisis.” He praised the huge interaction that the campaign achieved, as it reflects the sense of collective responsibility society has and embodies the words “we are all responsible.”
"At Snapchat we work closely with partners to bring premium curated content to Snapchaters. This is incredibly important to Snapchat because 90% of 13-34 year olds in KSA are on Snapchat and it is our responsibility to ensure that they have access to credible and accurate information. Building on this, our collaboration with Trend and the Saudi Ministry of Health delivered a comprehensive Covid-19 awareness campaign to our community in Saudi. In addition, our partnership with credible channels like Sabq was integral to reaching a large audience from different age groups in the Kingdom." Said Sara Abu Zahra, Head of Strategic Media Partnerships, MENA & India, Snap Inc.
The General Administration for Marketing and Awareness in the Ministry of Health said that the campaign comes as part of the ministry’s efforts to spread awareness to ensure the safety of the general public, enhance the health awareness and prompt people to follow the right health-related guidance and precautionary measures.
The administration praised the wide traction the campaign got from all factions of the society. It also valued the creative collaboration between Trend, the strategic partner for Snapchat in the Kingdom, which was the reason behind the success of the campaign in reaching millions of people.
“Snapchat has contributed largely and effectively in the success of the campaign and employed its ability as one of the major social media platforms used by all ages in delivering the awareness messages,” the administration added.
The media messages in the campaign took many forms, cautioning and educating. These messages were exhibited in many formats to suit people from all ages and consider cultural differences.