Houna Initiative

THE BRIEF

The Houna Initiative is a mental health platform founded by philanthropist, entrepreneur and mental health advocate, Sheikha Majda Jaber Humoud Al Sabah. The platform addresses the urgent need for mental health support and services in the GCC region. Our brief was to announce the launch of the Houna Initiative in three main markets including Kuwait, the United Arab Emirates, and Saudi Arabia whilst highlighting the platform’s aim to support, guide, and engage with people dealing with mental health issues.

THE DELIVERY

To meet this brief, we created a robust launch strategy across the three markets. Our strategy mainly included tactical media relations via an announcement press release, bylines, and media interviews with the founder, influencer engagement, as well as independent launch events per market beginning in Kuwait, followed by UAE and KSA respectively. Each event was customised keeping in mind the nuances of the communities we were targeting in each market, and were well attended by top-tier media, influencers and KOLs. The platform received an overwhelming response from members, who signed up to support groups as well as mental health professionals looking to actively involved in the cause. 

THE OUTCOME

Built brand awareness – With a total circulation of over 85 million, we positioned Houna Initiative, as well as Sheikha Majda Al Sabah, in front of new audiences. 

Engaged with GCC media – With a total PR value of over $1.5 billion in just 2-months from the launch, the brand saw exposure via a variety of media channels including top tier titles in print, digital, and broadcast

Managed brand reputation – Through 100% key message penetration in our thought leadership pieces, our brand was portrayed in a positive light. We successfully arranged over 20 interviews across TV, radio and print publications and saw Sheikha Majda on the front covers of four leading regional magazines