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Awafi – Special Report
The Ramadan Health Awareness Campaign “Seha Wa Afia”, implemented by Awafi Health Media in partnership with the National Center for Health Education and Information and supported by the United Nations Children’s Fund (UNICEF), achieved significant reach and engagement, surpassing 10.65 million reach and interactions across social media platforms between 17 February and 27 March 2026.
The campaign was launched as part of broader efforts to enhance public health awareness and correct misconceptions through an integrated mix of digital and radio media, as well as interactive content aimed at promoting positive health behaviors within the community.
Diverse Content Reaching Millions
The campaign produced and disseminated more than 200 digital and radio awareness materials, including 163 digital Products and 48 radio episodes. These included awareness cards, videos featuring doctors and influencers, interactive programs and competitions, as well as specialized content on nutrition and maternal and child health.
The digital Ramadan competition recorded the highest engagement levels, attracting hundreds of thousands of participants, while influencer videos significantly expanded outreach, particularly among youth audiences.
Additionally, the campaign extended its reach through eight radio stations across 12 governorates, broadcasting more than 100 interactive programs and segments with the participation of dozens of specialists. This helped deliver key health messages to broader audiences, especially in areas with limited internet access.
An Integrated Health Communication Model
In this context, H.E. Dr. Qassem Buhaibeh, Minister of Public Health and Population, affirmed the success of the national Ramadan health awareness campaign “Seha Wa Afia,” describing it as an effective model for leveraging health communication to promote preventive behaviors within the community.
He stated:
“These results reflect the growing level of public awareness and the positive engagement with health messages based on simplified scientific evidence. They also highlight the importance of continuing quality awareness campaigns that correct misconceptions and strengthen trust in official health sources.”
For his part, Dr. Aref Al-Houshabi, Director General of the National Center for Health Education and Information, noted that the campaign relied on the production and dissemination of more than 200 scientifically reviewed digital and radio awareness materials, contributing to its wide reach across different segments of society.
He added that the campaign focused on several key health priorities, including maternal and child health, proper nutrition, immunization, and combating health misinformation, through a unified evidence-based communication approach.
Meanwhile, Wael Sharha, Executive Director of Awafi Health Media, stated that the campaign implemented an integrated health communication plan combining digital and radio media with community engagement. He emphasized that interactive competitions and visual content played a significant role in increasing engagement and reinforcing health messages.
He further noted that the campaign represents an extension of Awafi’s efforts to develop a national model for health communication in partnership with governmental and international organizations, ensuring the sustainability of awareness impact and the promotion of preventive health concepts.
The following section provides a brief overview of the campaign’s key activities and their results, reflecting the integrated efforts undertaken to enhance health awareness and reach diverse segments of the community through a combination of digital media, radio broadcasting, and interactive content.
1. Digital Awareness Cards
The digital awareness cards played a key role in simplifying and disseminating health messages in an engaging and accessible format. A total of 30 awareness cards were produced and published across Awafi’s platforms and the Almajalah alttebiah social media channels. These cards addressed various health topics, including proper nutrition, maternal and child health, immunization, and combating health misinformation. The activity achieved significant reach and engagement, reflecting its effectiveness in enhancing community health awareness and promoting preventive behaviors.
2. Doctors’ Video Messages
To strengthen the credibility of the campaign’s health messages, 6 in-depth video interviews with medical professionals were produced, addressing key health priorities such as immunization, nutrition, and maternal and child health. In addition, 46 short-form videos (reels) were created for social media dissemination. These videos significantly enhanced public trust in reliable health information and contributed to correcting misconceptions while encouraging healthier practices.
3. Social Media Influencers
The campaign engaged a number of social media influencers to communicate health messages in a relatable and accessible manner, particularly targeting young audiences. Through their established connection with followers, influencers expanded the campaign’s reach and increased engagement, effectively amplifying the dissemination of scientifically validated health information.
4. Digital Ramadan Competition
The digital Ramadan competition was one of the campaign’s most interactive activities. It featured 25 daily health questions, with an additional question added to compensate for cases where some winners could not be reached. Each question was accompanied by a scientific explanation of the correct answer, transforming the competition into an educational and engaging experience. The competition was implemented through the Almajalah alttebiah Facebook page, with daily videos demonstrating the digital selection process to ensure transparency, along with dedicated visual announcements of the winners.
5. Radio Program and On-Air Competition
This infographic highlights the impact of the radio component of the “Seha wa Afia” campaign
The radio component of the campaign was implemented in collaboration with the General Program for Women and Child Media at the Ministry of Information. A total of 48 radio episodes were produced and broadcast, featuring 48 health specialists who discussed key health topics. The programs witnessed significant public interaction, with 1,073 callers participating. Additionally, 96 winners were selected through phone-in questions and 48 winners through field questions.The broadcasts covered 12 governorates, where the total population is estimated at around 7.15 million people, indicating the potential audience reach of radio, especially in areas with limited internet access.
6. Complementary Feeding Cooking Show
This activity aimed to promote healthy nutrition for pregnant and breastfeeding women and for children aged 7 to 24 months. A total of 15 educational cooking episodes were produced and presented by chef Wasan Al-Mashdali. The episodes offered practical and culturally appropriate healthy recipes and were published across Awafi’s platforms, the Medical Magazine, and the National Center. Despite initial logistical challenges related to the unavailability of the chef’s camerawoman, the issue was successfully resolved through contracting a professional production company, ensuring the continuity and high quality of the content.
7. Campaign News Coverage
The campaign received extensive media and news coverage, with multiple news stories and reports highlighting its activities and key achievements across Awafi’s platform and other media outlets. This coverage enhanced the campaign’s national visibility, strengthened institutional partnerships, and supported the sustainability and wider dissemination of its health messages.
The campaign aligns with the Ministry of Public Health and Population’s efforts to enhance health awareness during Ramadan, aiming to improve health behaviors and reduce risks associated with dietary and lifestyle practices.
Methodology:
This report is based on data collected from social media analytics, radio broadcast records, and internal monitoring tools during the implementation of the “Seha wa Afia” campaign (February–March 2026). Performance indicators, including reach, views, and engagement, were analyzed to assess campaign effectiveness. Radio reach estimates are based on population coverage across 12 governorates. Visual materials were developed with AI-assisted design support, while all data and content were reviewed and validated by the Awafi team.