Social Media was the primary tool used to engage to achieve objectives. We launched our event #write in Arabic 10 days prior to the Arabic language day capitalizing on this in order to create viral effect . We started with radio ads featuring key media influencers inviting people to revive Arabic online and to join us under #. We supported our radio spots through viral interviews with influential people. We created an event where people were invited to join in celebration of the Arabic language . We placed two huge digital outdoor screens where people contributed and read posts live.

On the 18th of December, the # was used in Arabic sentences more than 25,000 times. Our messaged reached 177 million out of 422 million Arabic speakers. The average use of our hashtag was 25 tweets per hour in Arabic. The hashtag scored 821’104’000 impressions. The effect was massive that we were featured in the news. Almost every local radio station, newspaper and online news portal mentioned our hashtag, also inviting people to write in Arabic. We were even mentioned in some international TV stations. Our hashtag was one of the most trending in the Arab world.