Project Aims

A recruitment film for Dar Al-Hekma College, a Women’s only University in Saudi Arabia. It also aimed to raise awareness of the university to stop it from being shut down by detractors who see women’s education as a dangerous thing.

Intended Audience

The audience were stake holders in the university: staff, financial backers and students – past, present and future. Also the wider society in Saudi – government ministers and the press

Measures of Impact and Effectiveness

The film was instrumental in the university getting enough publicity to avoid being closed down. It has raised awareness of DAH among school leavers (in the schools where it was shown) by 37%. Applications rose by 24%.