Al-Riyadiyah
Newspaper Courts
A newspaper against obesity.
According to the Global Obesity Observatory, Saudi Arabia has one of the highest obesity rates in the world, with 25% of its population suffering from this condition. Ariyadiyah, the country's leading sports newspaper, noticed that more people prefer to sit down to read about sports rather than play them, so we decided to take action.
For the first time in 30 years, we stopped using our printers for the news and instead used them to print giant courts. We designed regulatory-sized fields and used them as the cover of a unique special edition of our newspaper.
"Al-riyadiyah used its printing press to create life-sized sports courts to combat obesity, achieving more than $1.5m in earned media and winning Gold in Outdoor and Print Publishing."
"Al-Riyadiah printed the first newspaper in the world on which sports can be practiced."
Bloomberg ¯