Abdul Latif Jameel is a family group of companies in Saudi Arabia. They do a huge amount of charity and community work. this report covers the work they do in Poverty, Education, Job Creation, Research and the Arts. 60% of the Saudi population is under 25. This report is aimed at them.
There is no youth media in Saudi Arabia. Think the West pre-Elvis : stuffy, old-fashioned media. Newspapers and magazines look like they were laid out by Johannes Gutenberg himself. So we wanted this to be fast and cool. Not heavy text. Each page tells a short, sharp story: follow up online.
Nothing like this has ever been seen in Saudi Arabia. Within two weeks every copy has disappeared and we had to reprint. University students wrote in for copies. When Mohammad Jameel visited Washington DC he took 700 copies with him (instead of his corporate report). It has won every award in the region, including a Gold Loerie in South Africa. This is the first time an Arabic brand has ever has this recognition.