Water Network: Green Riyadh

Memac Ogilvy

Green Riyadh is transforming the city’s urban landscape, increasing green cover, and improving air quality. The program is using treated sewage effluent for irrigation, through a vast water network that covers the city and provides water for the 7.5 million new trees, as well as existing and planned green spaces.<br /><br />Memac Ogilvy’s PR campaign addressed the concerns of the local population about scarce water resources and the lack of awareness about Green Riyadh and the water network it is building.<br /><br />A dramatic activation featuring the Tunnel Boring Machine memorably showcased the magnitude of the hidden engineering project, successfully engaging the audience and generating media attention.<br /><br />The campaign also served as an educational tool, increasing residents’ understanding of urban greening, water conservation, and sustainability. The campaign’s success in engaging media and influencers led to extensive coverage and social media reach creating a broader impact and developing trust in the project.