A carefully crafted integrated ecosystem aimed to reach parents and children at various touchpoints.

With the goal to make the Protective Rhymes a widely accessible learning tool, we directly targeted parents with the rhymes on the Anghami app, as well as on social and digital platforms, prompting them to discover the complete album on Anghami.

Furthermore, we utilized immersive on-ground learning experiences to capture attention and promote the discovery of the rhymes, effectively engaging with parents and children through multiple channels of exposure.

Child sexual abuse is an issue impacting children everywhere, and the Middle East is no exception.

One in 9 children in the Middle East is a victim of sexual abuse.

In the Arab world, there have been shy attempts to grow awareness and education among parents and children.

However, open dialogue about body safety and protection of boundaries with children still face taboos within many societal segments.

General sexual education is not prevalent in the region. Parents and well as institutions often avoid any kind of talk that may make children too aware of their bodies sexually.

Fear of stigma, cultural sensitivities and lack of education have left children in the Arab world more vulnerable to abuse.

THE PROBLEM

One in 9 children in the Middle East are victims of sexual abuse.

A relative. A neighbor. A teacher. A stranger.

Predators are out there, and every child is vulnerable.

However, some forms of abuse can be preventable with proper awareness and education.

But research on parents in the region has shown that a staggering 86% of parents admit not to know how to educate their children about body safety.

A sentiment that remains consistent across levels of education or social classes.

Even when parents understand its importance, they simply do not know how to have the talk.

THE OPPORTUNITY

Anghami’s regional platform offered extensive reach among parents in the Arab world.

It had the opportunity to use its platform to develop a tangible solution that makes body safety education easy for all parents and engaging for all children.

Using what it did best, music.

Some things are easier to say in a song.

We turned to a universal language that effortlessly gets through to the youngest of audiences: nursery rhymes.

We have all sung them, memorized them, and absorbed their wisdom.

So, we created nursery rhymes that educate children about their body safety, boundaries and quick responses to perilous situations.

In consultation with child psychologists, we crafted a groundbreaking series of rhymes, the first from a brand for children’s body safety.

Purposeful. Critical. Protective.

‘The Protective Rhymes’ is the region’s first series of songs that are meant to teach protective behaviours.

There are 5 songs, each based on a specific insight and tackling a different area of awareness.

Together, the songs form a step-by-step process to equip the child with all the information they need.

They are short, catchy melodies each focused on one memorable learning.

THE AUDIENCE

With children body safety education not being institutionalized in the Arab world, there was one audience that could make all the difference: Parents

Parents struggled to educate their children on body safety and protective behaviours, with research showing 86% of parents admitting not to know how to educate their children about the issue.

They did not want to scare their children, break their trust in their environment, or make them too aware of their bodies in a sexual way.

THE STRATEGIC SPIN

What parents needed is a tool, a common language to facilitate the dreaded talk.

One that fosters natural, constructive and age-appropriate conversation, free from all fear and shame.

We needed to teach parents, how to teach children.

So, with Anghami having an extensive reach among parents in the Arab world, we used the power of music and storytelling to share an entertaining and crucial lesson.

CREATING AN ENDEARING CHILD-FRIENDLY UNIVERSE, DESIGNED FOR MAXIMUM RESONANCE

Taking inspiration in an educational tool that has been popular in the region for generations, we created 2 miniature puppets, Sarah the cat and Talal the turtle, based on loved pets.

Then we created 5 captivating music videos, featuring our characters in puppets stages illustrating contexts where children could encounter a predator.

AMPLIFYING TO REACH PARENTS REGIONALLY

On Anghami: we promoted the songs to Anghami listeners.

On social platforms: we pushed our branded content music videos, directing to the playlist.

On-ground: we organized interactive workshops at schools and nurseries to encourage institutionalization of body safety education.

Through experts: we earned the endorsement of child psychologists and social workers, sharing through their channels.

Organic conversation: we earned support from content creators and parents, generating organic conversation online.

In the media: we seeded the campaign through media outlets and earned organic support too.

AN INFLUENTIAL IDEA SPARKING CONVERSATION AT SCALE

15M+ views for the films and song streams across platforms.

$4.1M in earned media value, for an initial budget of $100,000, with the campaign, being picked up by influential regional media outlets including Sky News Arabia and Dubai One.

+53% increase in conversation about child sexual abuse in regional media, a testament to the idea’s talkable nature.

DRIVING ACTION, SUPPORT AND LASTING CHANGE

+186% awareness of body safety among children surveyed after their exposure to the songs, and a +78% increase among parents.

Joining us in our commitment to the cause, child-focused brands including Babyshop endorsed the campaign, and school networks pledged to adopt body safety education as part of curriculums.