As of 2019, Saudi Arabia has the largest social media penetration at 99%, which is well above the global average of 45%. According to Crowd Analyzer’s State of Social Media 2018, Saudi Arabia has the largest number of users on Instagram, Twitter and Snapchat in the region.

Since the youth makes up the majority in Saudi Arabia and 32.4% of the Kingdom’s population consists of 0-14 year-old children, Saudi’s social media users are very young; which makes them susceptible to peer pressure and social media influence.

In addition, a study from Columbia University and the French National Institute has found that six in 10 people who share news online do so without ever having read them. This particularly rings true for Saudi Arabia, where a mindless sharing culture exists; thereby making it easy for cyberbullies to get their message spread for them and escalate their attack.

Our aim was to portray just how quickly bullying content can spread online while giving equal importance to the flame and the intensity at which it was burning. By zeroing in on detailed everyday scenarios showing people laughing and partaking in bullying, we were able to capture just how much every single like, comment and share can add fuel to an enormous fire.