Greener Homes: Green Riyadh

Memac Ogilvy

Green Riyadh is a monumental urban greening initiative to transform the Saudi capital, planting 7.5 million trees and increasing green spaces to reduce Riyadh’s temperature and enhance air quality.<br />Memac Ogilvy’s PR team created the ‘Greener Homes’ campaign to bring the essence and objectives of the Green Riyadh program right to the doorsteps of its communities. <br />It combined on-ground tactics – exhibitions, media and government tours, hoardings, neighborhood visits, and school engagement – with a comprehensive online campaign covering press, social media, influencer collaborations, as well as TV and Snapchat promotions.<br />The on-ground campaign featured an augmented reality exhibition showcasing the city’s transformation before and after greening efforts, community planting activities and a dedicated kids’ section to sow the seeds for a greener future.<br />The interactive campaign not only achieved its goals of awareness and community outreach but also built a bridge between the media, the neighborhoods and the Green Riyadh program.