By its very nature, a taboo can be difficult to talk about. Breaking a taboo is traditionally objected to by elements of a society. What we’re seeing in Saudi is an effort to tackle taboos through social media. One of the leading digital and social media agencies is Jeddah-based UTURN, and its founders and presenter Omar Hussein have taken it on themselves to tackle sensitive subjects. Their idea is simple – create scenarios whereby they provoke Saudis to respond to the situation through actors and staged behaviours, record their reactions, and package this for distribution over the internet.
Named #truthbetold or #الحق_ينقال in Arabic, Omar Hussein and UTURN have tackled several issues to date since they began their series at the end of November. The first, in partnership with Ikea Saudi Arabia, was the issue of Saudi women working as cashiers. An actor in the queue would begin cursing the female cashier to prompt a reaction from the audience around him. The video is below and is only in Arabic. However, it is worth watching just to understand the issue and the responses of those featured.
The second, launched a month after at the end of December, is on the issue of alleged racism towards foreign workers in Saudi Arabia, and was staged in the roast chicken chain Tazaj. Again, the video is in Arabic but the body language of those in the set and who are not aware of acting can be read by any person watching.
Released at the end of January, the third episode tackles the issue of child workers in Jeddah. Done in partnership with the Fatoor Faris restaurant, people are seen responding to a Saudi actor abusing a child actor who is pretending to sell him gum.
Each video has been watched over half a million times, and, even more importantly, UTURN is using Facebook as a means for Saudis to discuss these issues. The idea is so simple and yet so powerful. Thank you UTURN and Omar Hussein for doing this. I wish others were as creative and as brave as you.
And I wish that communicators would look at Saudi, a country which is viewed as the most traditional and conservative in the region, to understand how we can better use social media to change perceptions, attitudes and behaviours. You and others in the Kingdom are leading the rest of the Gulf in terms of how we use social media for change.