ProtecTasbih is centered around a public health issue that world had been seeking to solve: widespread infection at Islamic pilgrimages. With millions of people traveling from across the globe, infection spreads extremely easy, and these infections travel back with them.

ProtecTasbih marks a new chapter in religious healthcare, merging innovation with religious tradition. The sanitizing prayer beads seamlessly integrate hygiene into religious practices. With every prayer said, a bead is rubbed, and hands are sanitized.

Additionally, the build of the product respected religious constraints. No alcohol, synthetic fragrances, or animal products were used -- only all-natural, recyclable material.

Hajj & Umrah are mandatory Islamic pilgrimages that witness millions of Muslims traveling to Mecca from around the world. With over 2 million pilgrims gathered in one place, Islamic pilgrimages are the biggest and densest human gatherings in the world.

This means disease and infection spread extremely easily. Over 60% of pilgrims fall ill due to contact, according to the WHO. And elderly pilgrims see a 40% risk of death due to infection according to the Journal of Infection & Public Health.

Dubbed the ‘Hajj Cough’, this global phenomenon is a worldwide public health challenge, and is known to be an inevitable illness if hygiene practices are not taken seriously.

Due to Islamic law, products containing alcohol, artificial fragrance, or animal products cannot be used or carried in pilgrimage, meaning there is a dire need for innovative all-natural solutions for sanitization.

Muslim pilgrims carry with them prayer beads, also known as "tasbih". They use these prayer beads to count 99 prayers - with each tasbih carrying either 33 or 99 beads.

Saudia Airlines is the world’s leading carrier for pilgrimage travel to Saudi Arabia. Following its revamped brand positioning, the airlines needed to showcase its care for the wellbeing of its passengers along with its innovative, future-forward solutions.

The Islamic pilgrimages of Hajj & Umrah are the world’s largest human gatherings. With over 2 million people from around the world gathered in extremely close proximity, infection spreads easily. According to the W.H.O., 60% of pilgrims who journey to Hajj or Umrah in Mecca fall sick due to contact, and then return home spreading the ‘Hajj Cough’. Moreover, elderly pilgrims have a 40% increased risk of death from this respiratory infection.

Every pilgrim enters the Holy Site with one item in hand: prayer beads.

After having identified this tension point and opportunity, Saudia sought to innovate solutions to place health & safety in the hands of pilgrims worldwide.

ProtecTasbih is the world’s first sanitizing prayer beads.

Knowing that every pilgrim carries prayer beads (or Tasbih) in hand, we knew that would become the perfect opportunity for us to put health & safety right in pilgrims’ hands. By creating sanitizing prayer beads, we would incorporate hygiene seamlessly into religious tradition, without disrupting their journeys.

Religious limitations meant alcohol and artificial fragrance could not be used. So an all-natural organic compound was innovated, encapsulating the anti-bacterial properties of tea tree oil.

The tea tree oil was infused into a semi-solid compound, and upon rubbing the beads, the antibacterial residue that the beads provide ruptures the membrane of the bacteria, killing the germs.

The semi-solid compound was designed to last two weeks, the maximum length of a pilgrimage. After the compound is used up, inner beads are revealed for life-long use. The beads are 100% recyclable, and create zero waste.

Design-wise, we needed to follow the traditional model of prayer beads to ensure ease of use and spiritual function. Following tradition, 33 antibacterial beads are placed along a durable, long-lasting paracord, complete with a traditional tassel.

Religious limitations meant alcohol and artificial fragrance could not be used. So an all-natural organic compound was innovated, releasing the anti-bacterial properties of tea tree oil.

The tea tree oil was infused into a semi-solid compound, and upon rubbing the beads, the antibacterial residue that the beads provide ruptures the membrane of the bacteria, killing the germs.

The semi-solid compound is designed to last two weeks, the maximum length of a pilgrimage.

After the compound is depleted, inner beads are revealed for life-long use. The inner beads are made from nylon and are 100% recyclable, and create zero waste.

The paracord that holds all the beads is also recyclable, ensuring zero waste and longevity.

The ProtecTasbih innovation witnessed global responses, with opinion leaders and religious leaders praising the breakthrough. It was hailed as a revolution in Hajj healthcare, with each bead fighting a global public health problem.

Organic social media coverage across the Middle East, Asia, and Africa highlighted the importance of using ProtecTasbih and the importance of maintaining hygiene during pilgrimage.

Saudia Airlines made the design & formulation of the beads open-source so that any organization could produce their own life-saving beads—putting the power of protection in the world’s hands.

100,000+ pilgrims positively impacted

$2.9 million in earned media

1.5 million pilgrims reached on-ground

#1 trending topic in Saudi Arabia

Trending topic in 35 countries

+62% brand love for SAUDIA