Words Matter

Bullying is a significant issue in Saudi Arabia, affecting 1 in 2 kids in schools and causing long-term social damage, particularly through social media.

In response, Alwaleed Philanthropies launched the “Words Matter” initiative to address and combat bullying. Our research showed that bullying often starts with hurtful words in schools and persists online.

We created an Instagram account for a 12-year-old girl named Badriyah, showcasing her struggles with bullying. A five-day social experiment allowed her to share her experiences, making her a relatable role model for empowerment.

We launched an online TV commercial and educational content, coupled with a mobile app for students to seek help anonymously.

We also installed smart posters connected to RFID chips in bathroom stalls for discreet reporting of bullying. Workshops in schools gathered insights from various stakeholders.

- 2M+ video views

- 1.4M+ engaged users

- 8M+ impressions