MEWA: Nationwide Sustainability Awareness DOOH Campaign

Case Study by ALAN Agency

Industry & Specialty

Government & Public Sector — Environmental Sustainability.
MEWA (Ministry of Environment, Water & Agriculture – KSA) leads national efforts in sustainability, agricultural development, and water conservation across the Kingdom.

Services Provided

Digital Out-of-Home (DOOH) Advertising
Creative Campaign Execution
Location-Based Media Strategy
Lifestyle & Environment Placement Strategy

Situation

MEWA launched a nationwide awareness campaign focused on educating citizens about sustainability, agriculture, and water conservation.

While the campaign performed strongly across digital platforms, the ministry faced a key challenge: extending the message beyond screens and into everyday public life.

MEWA needed a way to reach people offline — in high-traffic public spaces — with content that remained informative yet visually engaging, ensuring the message felt accessible, relevant, and impactful in real-world environments.

MEWA partnered with ALAN to translate its digital awareness campaign into a strong, visible offline presence across Saudi Arabia.

Solution & Approach

ALAN executed a targeted DOOH campaign by distributing MEWA’s awareness content across a curated network of high-visibility digital screens in malls, cafés, waiting areas, and public venues across major cities in the Kingdom.

The educational reel was adapted for motion-based digital displays, ensuring clarity, smooth pacing, and strong visual impact.

Ad placements were scheduled during peak visitor hours to maximize exposure and public engagement.

While maintaining the civic and educational tone, ALAN elevated the creative execution to meet modern digital standards for public-facing content.

Through strategic placement and consistent nationwide visibility, the campaign brought MEWA’s message directly into citizens’ daily routines.

Results

The campaign successfully extended MEWA’s awareness efforts beyond social media and into real-world environments.

It reinforced MEWA’s leadership in sustainability and environmental education, increased public recall of government initiatives, and achieved strong national presence across high-footfall locations.

Conclusion

ALAN delivered a high-impact DOOH awareness campaign that transformed a digital message into a tangible, nationwide presence.

By combining strategic placement, thoughtful creative adaptation, and precise execution, ALAN helped MEWA reach citizens where it mattered most.

Clear message. Real-world reach. National impact.