SFA: Start Now

Weber Shandwick MENAT & Saudi Sports for All Federation (SFA)

As Saudi Arabia started easing COVID-19 lockdown restrictions the SFA embarked on a journey to motivate people across all social groups, ages and abilities to sign up to their Start Now national physical activity and sports campaign.

SFA, Weber Shandwick MENAT, and its sister company FP7 initiated a strategic, integrated, communications strategy to spark interest and drive engagement. Success depended on high-impact communications.

We used a range of communication tools to optimize awareness and drive on- and off-line engagement in a hyper-competitive environment.

The Start Now campaign gained significant traction. Over three months the campaign had 228,000 engagements, more than 23 million video views on social media.

Meanwhile, SFA app downloads witnessed an exponential twentyfold increase as a main click to action for the campaign which was gained through organic and promoted advertising.

The campaign received over 90 Media Hits across broadcast, print and online, with 6.8+ million impressions.