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Arabic language

Harf Competition

Programme concept and participant experience

Interest in learning Arabic among non-native speakers was growing, and the King Salman Global Academy for Arabic Language wanted a competition that could carry it. Yomn developed the Harf competition concept, built its website, and designed and managed the participant experience at every stage — more than 1,000 participants from ten nationalities and 17,000 website visitors.

The judging panel during a Harf competition session
Client
King Salman Global Academy for Arabic Language
Period
February 2023 – July 2023
Services
Public Initiatives & Events · Digital · Marketing & Communications
Impact area
Arabic language

The Situation

  • Saudi educational institutions have seen growing interest in Arabic-language learning among non-native speakers in recent years.
  • That interest prompted the King Salman Global Academy for Arabic Language to launch the “Harf” competition in 2023, to nurture this enthusiasm among non-Arabic speakers and strengthen Arabic's standing as a global language.

Yomn's Role

Programme concept

  • Developed the competition's overall concept.

Participant experience

  • Designed and managed the participant experience across every stage of the competition.

Competition website

  • Designed and built the competition website.

The Impact

1,000+

participants

10

nationalities represented

17,000

website visitors

150

dignitaries at the closing ceremony

  • More than 1,000 participants from ten different nationalities took part.
  • 17,000 people visited the website.
  • 150 prominent public figures attended the closing ceremony.

Project Timeline

  1. 02/2023Visual identity guidelines
  2. 03/2023Marketing strategy developed
  3. 04/2023Competition website built
  4. 05/2023Marketing campaign launched
  5. 06/2023Closing ceremony
  6. 07/2023Closing report and impact assessment

Gallery

Participants and organisers on stage at the Harf ceremony
The judging panel during a Harf competition session
Finalists from several nationalities at the competition backdrop
Competitors in the examination hall

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