Saudi Arabia is now more open and inclusive than ever. But while making changes and legislative progress on a governmental level is the foundation of a more inclusive future, the unification of Saudi's people is what will truly drive change forward.

Affecting nearly 10% of Saudis, disability is still considered a social taboo and is not openly talked about – leading to a lack of education, employment, accessibility, and a unanimous feeling of social exclusion.

Mobily, one of the Kingdom’s biggest telco brands, wanted to use Saudi National Day to connect the Nation and promote a message of complete social inclusion.

Using Twitter - Saudis biggest social platform- we launched a unique performance of the National Anthem, with sections missing we dramatized a forgotten part of Saudi's population; persons with disabilities. In just 7 days, our film garnered more than 12 million views, 2.6 million engagements, reached more than 26 million people, and gained a 99% positive campaign sentiment.

As the conversation spread online, we launched another film that completed the anthem using musicians with disabilities.