“A Small Step for Bigger Protection” is an awareness campaign launched to highlight the importance of early screening for colorectal cancer — one of the most common cancers, which can be prevented through early diagnosis. The campaign was introduced as a health initiative to promote preventive screening culture among the residents of AlUla in Saudi Arabia. It was executed in a setting that reflects the natural beauty of the region, adding a human touch that resonates closely with the local community.

The campaign focused on encouraging both residents and visitors to take a simple step toward greater protection by creating a fully immersive visual experience that combined a distinctive visual identity with impactful educational content. The colors and typography were inspired by AlUla’s cultural heritage and unique natural environment, strengthening the emotional connection between the campaign and its target audience.

The campaign included both printed and digital visual materials designed to deliver the message clearly. This encompassed a fully branded booth, educational banners, pop-up displays, an interactive entrance gate, and brochures distributed to visitors. Design elements reflecting the brown ribbon — the universal symbol for colorectal cancer awareness — were creatively integrated with scenic imagery from AlUla to enhance emotional and visual impact.

The project was carried out under the umbrella of Meem Arabia, in collaboration with Cerba Healthcare Arabia and the Madinah Health Cluster, enabling the campaign to reach a wider audience with the backing of leading health organizations.