Ministry of Health of Saudi Arabia triumphs at GovMedia Conference & Awards 2025 with 2 wins

The organisation was commended for inspiring national pride in healthcare progress and for promoting calorie awareness.

The Ministry of Health of Saudi Arabia’s “The Transformation Nation” and “Essence is in the Calories” campaigns have been recognised at the GovMedia Conference & Awards 2025, respectively earning the Saudi Arabia Campaign of the Year - Health and Saudi Arabia Digital Initiative of the Year - Health initiatives.

The Transformation Nation

The Saudi Ministry of Health has launched "The Transformation Nation" to highlight the vital role healthcare plays in realising the goals of Vision 2030.

Whilst much attention has been given to major infrastructure projects, this campaign brings to light the equally transformative, yet often overlooked, reforms within the Kingdom’s health sector.

The health sector has achieved significant advancements, such as digital medical records, preventive care, and the formation of health clusters, but these milestones have remained in the background. The ministry then recognised the need to connect these achievements with citizens’ daily lives in a way that was relatable and inspiring.

At the heart of the campaign is a narrative built around the phrase “From… To.” Instead of focussing on policy or numbers, it tells the story of everyday people. It displays how healthcare has moved from long waits to quicker access, from uncertainty to confidence, and from a nation searching for cures to a nation thriving with health.

The organisation was overwhelmed with the response to the campaign, which included over 91 million impressions across digital platforms, more than 5.6 million views on X (formerly Twitter) and 4 million views elsewhere, and 70% organic engagement, with thousands of likes, shares, and positive discussions across videos and podcasts.

The campaign’s main goal was to make healthcare reforms visible and meaningful, and it does so by showing how changes in the health system translate into real improvements in daily life. With enhancements in the forms of faster care, healthier families, and better access, citizens were able to see their progress reflected in the nation’s journey.

Grounded in behavioural insights and cultural understanding, the campaign used a storytelling approach to build an emotional connection. It guided audiences through Saudi Arabia’s transformation in technology, infrastructure, and the well-being of its people by using real-life scenarios and strong visual art.

With this campaign, the Ministry of Health has reshaped how healthcare is perceived. The initiative has turned reforms into personal triumphs and sparked a renewed sense of national pride. With people at the center of the narrative, the campaign underscores that health is not just a service—it is the foundation of a thriving society.

Essence is in the Calories

“Essence is in the Calories” (الزبدة في السعرات) was implemented to raise awareness about the importance of calorie intake in everyday eating habits. This was introduced amidst the growing concern about lifestyle-related health issues.

The campaign addressed a common gap in public understanding, which is the confusion around calories and nutrition, despite many Saudis being concerned about their health. The ministry’s goal was to make nutrition education more accessible, especially to young adults and families across the Kingdom.

The campaign is centred on the smart play on the Arabic word “الزبدة”, which means both “essence” and “butter.” This dual meaning delivers a memorable message that the key to healthier eating lies in understanding calories.

The campaign rolled out across Instagram, TikTok, and X using short videos, social experiments, and infographics that simplify complex health concepts.

Each phase of the four-week campaign educates and entertains, with relatable dining scenarios and humorous dialogue drawing in viewers.

The initiative marked a widespread reach and impact, including 9 million people reached in several platforms, 7,700+ interactions including likes, shares, and comments, high engagement and discussion of calorie awareness on social media, and also strengthening the Ministry’s reputation as a trusted source of health and nutrition information.

The campaign did not rely on statistics alone; rather, it showed how everyday food choices impact health, turning nutritional facts into easy-to-understand moments. Interactive social experiments illustrated excessive calorie consumption, sparking conversations and prompting healthier choices.

With the efficient combination of scientific accuracy, cultural insight, and digital storytelling, the “Essence is in the Calories” educated the public and, most importantly, inspired behavioural change. It has helped people rethink what healthy eating really means in a modern Saudi context.

GovMedia Conference & Awards gives recognition to the trends and best practices that transform the public sector in the Asia Pacific. The awards programme promotes excellence and provides a platform for exemplary government initiatives.

The GovMedia Awards is presented by Gov Media Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be recognised for your organisation's government projects and initiatives, please contact [email protected].