On the occasion of International Women’s Day, Al-Nahda launched an awareness campaign targeting Saudi society to highlight the importance of fostering a community environment that values women’s participation, preserves their dignity, and builds their capabilities to reach leadership roles.

Inspired by the International Women’s Day theme #ChooseToChallenge, Al-Nahda introduced a series of artistic murals across key locations in Riyadh aimed at spotlighting women’s empowerment and recognizing women as essential partners in decision-making.

The campaign was titled #ChooseEmpowerment (#اختار_التمكين), defined by Al-Nahda as enabling individuals to increase control over their lives, influence decisions that shape their future, expand their resources, and strengthen their capabilities. Al-Nahda also emphasizes the importance of challenging stereotypes surrounding Saudi women — a challenge that leads to discovering new roles that empower women to reach an advanced and developed future.

Campaign Phases

Phase 1: Artistic Murals – #اختار_التمكين

A group of Saudi female artists expressed the concept of empowerment through art.
Each mural represented a personal empowerment story inspired by the lyrics of the song #Qissat_Nahda (Story of Al-Nahda).
These murals were created in the heart of Diriyah, one of the Kingdom’s most prominent cultural and historical areas.

Phase 2: Digital Campaign

The second phase involved an electronic campaign that included:

• Introducing the concept of empowerment

• Sharing images of empowered women taking the challenge pledge

• Highlighting the connection between empowerment and national development

• Inviting the public to take photos in front of the murals while making the pledge gesture

International Women’s Day Engagements

To conclude the celebration, Al-Nahda staff participated in several events:

• Ms. Rasha Alturki, CEO, and Dr. Al-Jazi Al-Rakan, Al-Nahda Ambassador, spoke in a Ministry of Human Resources and Social Development event titled “Al-Nahda in the Context of Women’s Empowerment.”

• Ms. Salma Al-Rashed, Director of Advocacy, represented Al-Nahda in multiple IWD engagements:

  • Family Affairs Council Panel: “Towards Women’s Full and Effective Participation in Public Life”

  • Effat University Panel: “Women Innovating for Sustainable Human Resilience”

  • A discussion session with SABB Bank

• Ms. Jawaher Al-Sudairy, Director of Al-Nahda’s Research Center, participated in a panel titled “Government Efforts to Empower Women During the COVID-19 Pandemic,” discussing women’s achievements across the region.

• Ms. Abeer bin Saeed, Board Member, spoke at a Family Protection Association event on “Saudi Women’s Achievements: Nonprofit Organizations as a Model.”

• Dr. Thoraya Ahmed Obaid, Board Member, participated in the Saudi Permanent Mission to the UN event commemorating IWD, titled “Women’s Participation in Decision-Making: Highlighting Reforms and Best Practices.”