The objective of Saudi Aramco’s Global Diversity Awareness Month (GDAM) media campaign was to raise awareness about diversity and inclusion as a core business priority at Aramco, and highlight the benefits of a diverse and inclusive national workforce. Key efforts included digital and physical marketing initiatives recognizing GDAM, a published article in the company magazine, radio broadcasts highlighting the company’s and societal successes toward a diverse workforce, and a film celebrating diversity among company employees that was launched on social media platforms. The GDAM media campaign inspired positive social and cultural shifts, encouraging a broader workforce and community narrative of acceptance and inclusivity. The campaign’s vast reach of over 45 million views and 21 million engagements also demonstrated its strong impact in effectively driving social engagement. By leveraging comprehensive media strategies and digital platforms, Saudi Aramco’s Global Diversity Awareness Month (GDAM) media campaign successfully promoted WSIS values and advanced key UN Sustainable Development Goals. This initiative not only illustrates Aramco’s unwavering commitment to a diverse, inclusive workforce, but also showcased how ICT can serve as a powerful vehicle for societal change, bridging gaps and enhancing shared understanding in the information society.

https://www.aramco.com/

• Saudi Arabia

• Women
• People with disabilities

The project could be copied or adapted to other organizations that seek to have communication campaigns celebrating workplace diversity and inclusion. It has a clear, documented model that others could follow to achieve similar outcomes.

The campaign emphasized inclusivity by reaching diverse audiences across various Saudi Aramco locations, including remote areas. In addition, by showcasing the experiences of diverse employees, it promoted the idea that everyone, regardless of socioeconomic background, gender, age, ability, geography, etc. is welcome, belongs, and can thrive in an inclusive workplace and society. Through the utilization of various media communication mechanisms (i.e., print, digital, film, radio, social media), the campaign fostered empowerment by sharing knowledge and experiences of diverse participants. This raises awareness and encourages understanding of the importance of a diverse workforce and society and how all people can participate and benefit. A key aspect of the campaign was highlighting the contributions and stories of women and people with disabilities in the workforce and larger society. In so doing, the campaign helped increase respect for human rights by promoting equal opportunities and diverse representation in the workforce. The use of digital platforms for wide-reaching marketing solidifies a commitment to ethical communication while ensuring that the messages are secure and reliable. The campaign aligned with sustainable development practices by aiming to create an inclusive workplace that supports various communities, contributing positively to the broader social fabric. By involving different stakeholders in the campaign, such as employees, media, and local and global communities, this media initiative exemplifies the importance of collaboration in achieving common goals.