The last year has been a great time for women around the world and in the region – specifically in Saudi, which has big plans with its Vision 2030 for the Kingdom and its women.
When the Kingdom announced that women would be allowed to drive, automotive brands hit the gas (pun unintended) on social media congratulating Saudi women. Since then, marketers have been looking at the Saudi market and its growing potential for advertising.
Now, feminine hygiene brand Always has launched its campaign #WeAreTheGenerationOfFirsts through a film by and for Saudi women. The video on YouTube alone has garnered more than a million views.
This generation of Saudi women is the first – or at least, will be the first – that has the right to travel alone, to attend sports events in stadiums, to hold senior government posts, to participate in football tournaments and running clubs, and so on, explains the brand in a statement. And so, Always “wants to pay tribute to this Generation of Firsts, as well as support & share their achievements, showing girls everywhere that everything starts with a first step,” the statement adds.
In order to celebrate these ‘firsts’, Always brought together an all-female Saudi crew and cast to produce a tribute film for all Saudi women. It collaborated with three Saudi women who have achieved a ‘first’ within their own right across different fields: Dhoha Abdullah who became the first Saudi woman head chef in a Riyadh hotel, Rayouf Alhumedhi who initiated the introduction of the first hijab emoji after realizing that there was no emoji on her phone that represented her and women in her society, and Fatima Baatouk who wanted to give girls like her the opportunity to be confident while playing sports, and so became the first Saudi woman to open a licensed female gym.
In the second phase of the campaign, Always invited Saudi women to share their ‘first’ experiences. Three winners will win 7,500 Saudi riyal.