The launch by The Royal Commission for AlUla (RCU) of "The Journey of Hope," a new campaign conceptualized by Impact BBDO, is part of a bigger celebration of this year’s Arabian Leopard Week, an initiative by Saudi Arabia that aims to raise awareness and inspire support for the critically endangered species; it is estimated that there are fewer than 200 in the wild. The Kingdom has designated February 10 as Arabian Leopard Day.
RCU has undertaken a comprehensive conservation plan to save this species, and a breeding center has been updated as part of the rehabilitation program, where four healthy Arabian Leopards have been born since 2021. In 2022, a cub was born and named Amal, which translates to 'hope' in English, to bring a new light of hope for this species. "The Journey of Hope" campaign is named after Amal.
Impact BBDO was tasked with creating a campaign celebrating the 2023 Arabian Leopard Day. To mark the occasion, the agency designed a new emblem that celebrates this heritage animal and shares the story of the Arabian Leopard with the rest of the world. The bilingual emblem was designed to be universally understood both in English and Arabic. The emblem is part of a film that is displayed in significant outdoor locations including Piccadilly in London and NASDAQ in New York City, spreading international awareness.
