Each year, Alwaleed Philanthropies’ (@alwaleed_philan) educational program, “Ambassadors of Peaceful Dialogue,” teaches 500 students from the Kingdom of Saudi Arabia about effective and respectful dialogue across different cultures, languages, and religions. The top 100 student ambassadors are sent to Edinburgh University in Scotland for an intensive three-week summer school of lessons and activities to help them implement what they have learned in an international context.
@alwaleed_philan wanted to share its pride in these students, engaging the Saudi community at home and abroad by updating them daily on their progress. It sought to shine a light on the program from various angles, including entertainment, education, news, and philanthropy.
@alwaleed_philan’s strategy was to educate, entertain, and engage audience members via relevant contexts, encourage feedback, and provide a steady flow of interesting content. It turned to Twitter to create a campaign that would integrate all of these goals, with an “edutainment” approach.
On Twitter, @alwaleed_philan targeted key groups likely to engage with the content, including Saudi students studying abroad, parents of Saudi students, media outlets, and followers of NGOs and global foundations.
To engage the public, video content was created in the style of a reality show, which would entertain viewers while incorporating educational elements in the background. To engage news outlets, @alwaleed_philan shared quotes and infographics that highlighted the program’s scale, methodology, and success.