Touch Content Creation Takes Home Athar’s Best Sustainability Campaign

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Launched during Ramadan 2023 under the national initiative “لتدوم” , which translates to “so it lasts”, the campaign struck a deep chord with Saudi audiences through emotionally charged, child-narrated visuals that turned everyday household moments into subtle reflections on food excess.

By redefining generosity — celebrating its essence without extravagance — “With Enough, It Lasts” bridged Saudi values with modern sustainability principles, urging viewers to embrace a simple, resonant message: prepare only what you need.

This message—calling for mindful consumption— aligned seamlessly with Saudi Vision 2030’s sustainability goals, positioning the campaign as a model for communication that sparks conscious living and social change.

To maximize reach, Touch deployed a sharp digital distribution strategy, adapting content across platforms and partnering with influencers, digital creators, and regional media outlets.

The campaign recorded 327 million impressions and engaged over 130 million users on X (formerly Twitter).

Beyond the metrics, its authenticity and cultural depth turned it into a national reference point for sustainability communication — proof that purposeful storytelling can drive real behavioral change.

With “With Enough, It Lasts,” Touch Content Creation and the General Food Security Authority showcase how strategic creativity, grounded in cultural understanding, can transform a public awareness message into a movement — one that advances the nation’s sustainability ambitions under Vision 2030.