Challenge Saudi customs had an issue with the misconception that they are responsible for the inspection and destruction or loss of personal shipments.
After reviewing the issue, we decided on a creative solution that consists of 2 separate phases. Phase 1: tweets that increase awareness of the customs function, and that they do not carry any responsibility for these issues. Phase 2: for this phase we cooperated with Haitham’s Experiments, an influencer on one of the social media platforms, to send indirect messages to change people’s negative misconceptions and give information about how to file complaints to the right authority.
after the campaign spread on social media platforms, it got a positive reaction from the targeted group, which contributed to an increase in awareness that customs are not responsible for the destruction or loss of shipments. Users perceptions have noticeably changed since then the start of the campaign.
