Study Your Options
Capital Market Authority
In this campaign, we launched the “Thameen” program, an awareness initiative by the Capital Market Authority aimed at enhancing financial and investment literacy and raising awareness of the Capital Market Law and its executive regulations. This effort supports the objectives of Saudi Vision 2030 and is part of the Financial Sector Development Program.
The campaign centered around the financial awareness series “Study Your Options,” designed to help the public better understand their investment choices through language that connects with their everyday lives. Our focus was on delivering content that is clear, engaging, and encourages responsible financial decisions—steering clear of complex jargon and overly formal tones.
Core Message:
“Study Your Options” is more than just investment advice; it’s a mindset for a financially aware lifestyle—empowering informed decision-making, unlocking opportunities for smart investing, and fostering active participation in the growth of the national economy.
The Challenge
The challenge lay in targeting a specific audience segment: individuals who want to understand investment and financial planning, seeking clarity beyond straightforward consumer advice. We addressed this by delivering educational content focused on practical concepts, using simple everyday language that makes complex financial ideas easy to grasp and apply.
Another challenge was turning investment options into concrete decisions. By highlighting key investment tools—such as saving, diversification, and risk protection—through real-life stories and engaging visual content, Thameen became a trusted educational platform that empowers the audience with the confidence to take their first financial steps.
The Outcome
The campaign successfully produced a series of six awareness videos that showcased investment and saving concepts using simple language and a relatable, everyday approach. Together, the videos garnered over 3 million views, highlighting the campaign’s broad reach and the effectiveness of its visual messaging in motivating the audience to think wisely and make accurate financial decisions.