OVERVIEW

The "Basmat Balady" Awareness Campaign is a public interest initiative launched by MOMARH in collaboration with Almond Agency, aimed at raising awareness about the importance of maintaining community assets and reducing visual pollution in Saudi Arabia. The campaign is built around a culturally significant saying often used to bless new possessions: "May God grant you its good and keep its evil away." From this saying, we crafted our headline: "Have you taken its good? Keep its bad away from society!.
The visuals in the campaign depict three common elements in society—a playground, a home, and a car—showing them in their brand-new state and contrasting it with their neglected, dilapidated condition. The stark differences between the two states serve as a powerful reminder that what was once a source of pride can quickly become a source of visual pollution if not properly cared for.
The primary objective of this campaign is to encourage responsible ownership and community involvement in maintaining public and private properties, thereby preserving the aesthetic appeal of neighborhoods and public spaces.
This campaign is aligned with the vision of reducing environmental blight and fostering a culture of preservation and community responsibility. We believe this initiative will resonate deeply with the audience and drive meaningful change in community behavior.