Preserving the Arabic Language – One Minute At A Time

Memac Ogilvy and Qatar Foundation

The Arabic Minute campaign, developed by Memac Ogilvy and their client, Qatar Foundation, addresses the growing disconnect between younger generations and the Arabic language. Preserving Arabic has become a crucial objective with globalization and increasing English-language influence.<br /><br />This campaign simplifies Arabic grammar through engaging, 60-90-second, relatable micro-lessons tailored to youth. Starting with Instagram Story quizzes and Twitter polls, it quickly expanded to include full-length episodes, incorporating feedback and insights from initial phases.<br /><br />The series also leveraged Vox-Pops, tapping into the youthful audience’s desire for content that is both informative and accessible. The campaign has not only strengthened the connection between young Arabs and their mother tongue, and built a vibrant and engaged community, but also established QF as a key player in language preservation and education. The positive reception, high engagement rates (∼300 million views and 1.4 million interactions), and renewed season underscore the campaign’s success in achieving its objectives.