I Care – Preserving the past to protect the future

Burson with The Royal Commission for AlUla (RCU) Destination Marketing Management Office (DMMO )

The I Care initiative by Burson and the Royal Commission for AlUla (RCU) masterfully blended environmental sustainability, artistic innovation, and cultural preservation. Deeply integrated into the cultural landscape of Saudi Arabia, and pertinent under the framework of Vision 2030, the campaign ignited discussions on heritage preservation, with this campaign alone leading to a 5% increase in overall Saudi awareness of the need to preserve natural heritage, and a remarkable 14% rise in support among the 18-24 age group (YouGov). The campaign was also shortlisted in two categories at the 2024 Cannes Lions Festival of Creativity.<br /><br />Artist David Popa was commissioned to create an ephemeral artwork at Hegra, Saudi Arabia’s first UNESCO World Heritage Site. The installation, featuring two monumental hands cradling the Tomb of Lihyan and crafted from natural, bio-degradable materials, was designed to disintegrate within weeks, symbolising the transient nature of cultural legacies.