How to run an awareness campaign in Syria
The short answer: start with people, not the message. Understand what your audience knows today and what worries them, choose voices they trust, make short content in local Arabic, publish on the pages and channels they actually follow, then measure what changed in what they know and do.
A guide by Mesh-Mosh, a creative agency in Damascus for advertising and content production, working with brands and organizations.
Request a plan for an awareness campaign
Four quick questions, then we continue with you on WhatsApp.
We got your request
One last step: continue with us on WhatsApp so we can start right away.
Continue on WhatsAppThe guide in brief
What makes an awareness campaign work?
People in Syria are tired of ready-made messages. Campaigns that work speak their language, come from someone they trust, and give them something useful they can do today.
What you get
- One clear message per campaign, with a specific action people can take
- Simple language and a dialect close to the audience, without jargon
- Trusted voices: a doctor, a teacher, a local creator, or people from the community itself
- Real stories instead of abstract numbers
- Attention to safety: nothing that puts people at risk or exposes them to stigma
- Measurement before and after the campaign, not just view counts
Example · Content that changes what people know
Mokhtar Al Souq debunks market rumors through journalism and storytelling, reaching 4M+ views a month organically. That is the core of awareness: correct information in a format people enjoy.
See the caseExample · A national campaign
Syria, The Story Brings Us Together: a Mesh-Mosh initiative backed by the Ministry of Culture and the Syrian American Alliance, with a film and 10 billboards of real people photographed where they live and work.
See the caseWho it’s for: An international or local organization working in Syria · A health body reaching families · A program that needs people to know about its services · A community initiative on social cohesion and identity.
How we work
The method in detail
Understand the audience first
What do people know about the topic today? What rumors are spreading? What stops them from acting? Short interviews and reading comments on local pages reveal a lot.
Choose voices and channels
Large Syrian pages for wide reach, creators and trusted people for persuasion, and print and billboards where the internet doesn’t reach well.
Make the content and test it
Short videos, stories and simple posts. Show them to a small sample of the audience before publishing, and fix what wasn’t understood.
Publish, measure, adjust
Track reach, engagement and questions in the comments every week, measure changes in knowledge and behavior at the end, then write a clear report with numbers.
Questions people ask
Questions organizations ask
How long should an awareness campaign run?
It depends on the goal. Changing knowledge can take weeks; changing behavior takes months of repeated messages. It’s best to build the campaign in phases, with measurement after each one.
Do you work with international organizations?
Yes. We work with brands and organizations and deliver the full campaign: research, idea, content, publishing and reporting. We work in Arabic and English.
How do we measure an awareness campaign’s impact?
On three levels: reach (how many people saw the message), engagement (questions and shares), and impact (what changed in knowledge or behavior). The last level needs measurement before and after the campaign.
Should content be in dialect or Modern Standard Arabic?
For social media and video, local dialect is closer to people and easier to understand. For formal print, simple Modern Standard Arabic. For campaigns across regions, we adapt to each region’s dialect.
Can you reach people outside the big cities?
Yes. Some Syrian pages have audiences from specific regions and cities, and we combine digital publishing with print and billboards where needed.
Do you provide a report at the end?
Yes. A report with numbers: reach, engagement and results, with links and screenshots of everything published.
Ready to start?
Fill in the form at the top of the page, and we’ll continue on WhatsApp.
Related services