This work is relevant for the print and publishing category because it represents an innovative evolution of traditional print media. By transforming the conventional sports newspaper into life-sized, playable courts in public spaces, the initiative not only redefines the physical form and function of a newspaper but also extends its impact to direct community engagement and health promotion. It demonstrates the adaptability and potential of print media to stay relevant in a digital age by creatively interacting with its audience and addressing contemporary issues, like public health and sports participation, in an engaging manner. This project

In Saudi Arabia, a staggering 25% of the population struggles with obesity, a statistic highlighted by the Global Obesity Observatory. This is a critical issue in a country where approximately 20,000 annual deaths are linked to obesity-related diseases. Ariyadiyah, the nation’s top sports newspaper, has observed a concerning trend: people are more inclined to read about sports than to actively participate in them. In this context, sports transcend being merely a pastime; they emerge as a vital tool for enhancing the health and longevity of Saudi people.

According to the Global Obesity Observatory, Saudi Arabia has one of the highest obesity rates in the world with 25% of its population suffering from this condition.

Ariyadiyah, the country's leading sports newspaper noticed that more people prefer to sit down to read about sports rather than play them, in a country where around 20.000 people die yearly due to obesity-related diseases, sports is more than a hobby, it’s a requirement to increase life expectancy and quality of Saudi Citizens.

On the other hand, Riyadh, a city with more than 7 million habitants, lacks public spaces designed to practice sports, so to address this situation we used this year's World Health Day to launch an initiative that turned our traditional newspaper into a place for sports and healthy habits around Saudi Arabia.

The campaign quickly became one of the fastest spreading and most talked about initiative of the year, capturing media attention and spreading a conversation about the need to tackle the deadly affects of obesity and diabetes. Citizens from all over the country shared their requests to implement more spaces like this in different areas. This is now becoming a reality where the Youth Sports Programme having commissioned us to create permanent courts across the country.

#1 trending topic on Twitter for +9hrs

129.1MM organic impressions

+1MM organic views

+USD1.5 earned media

+120k calories burnt in the first hours.

Ariyadiyah is a newspaper that has been covering the important events of Saudi and global sports for more than 30 years, aligning with the country's 2030 vision our goal is to have a society that embraces the power of movement by not only caring about sports but also by practicing them often enough to experience the benefits it has.

The campaign's core message of promoting physical activity is directly linked to Ariyadiyah's focus on sports news and events. By encouraging a healthier lifestyle through sports participation, Ariyadiyah strengthens its relationship with Saudis and commitment to sports.