A communication pace matching economic transformation

For an entity that helps steer the national economy and strengthen compliance, communications is more than a supporting function. It is essential to building trust, improving clarity, and structuring relationships with every stakeholder group.

The Zakat, Tax and Customs Authority is responsible for administering zakat, taxes, and customs duties in the Kingdom, and for regulating all related activities. Its work helps protect the national economy, facilitate trade, and strengthen compliance in accordance with the highest professional standards and leading practices.

Under a dedicated engagement, Hawyia supported and managed the Zakat, Tax and Customs Authority’s marketing and communications activities—from planning, execution, and operations to continuous development—in a manner befitting the Authority’s scale and the breadth of its national responsibilities.

Hawyia’s role evolved into that of an operational and strategic partner, working alongside the Authority’s teams to structure its presence, manage its messages, ensure content consistency, and sustain communications and marketing activity across channels. The result was an integrated operating model that extended well beyond stand-alone projects.

Scope of Work

• • Operated the content and communications ecosystem across channels, including editorial planning, awareness and educational content development, publishing, and community management—carefully addressing diverse audiences and varying levels of familiarity.
• • Produced media and visual assets to unified institutional standards, ensuring clear messages, accurate subject matter, and alignment with the Authority’s regulatory context.
• • Conducted monitoring and social listening to track public sentiment, analyze engagement with the Authority’s initiatives, and support communications decisions with real-world evidence.
• • Prepared regular reports and measured performance against clear indicators that revealed visibility, engagement quality, and the short- and long-term impact of communications efforts.
• • Sustained the Authority’s institutional presence by managing communications as an ongoing discipline, preserving message coherence while allowing it to evolve with the Authority’s work.
• This achievement marked a qualitative step forward in the development of the Authority’s internal and external corporate communications. Built on strategic foundations, it established a cohesive institutional image and integrated communications and marketing messages responsive to the ambitions of every Authority sector.

Our Role

• We delivered the campaign from concept to execution: crafting awareness messages, developing the communications framework, designing a cohesive visual identity, and producing a diverse suite of creative content. We also prepared and adapted materials for media channels and digital platforms, strengthening the service’s visibility, increasing awareness, stimulating engagement, and reaching a broader audience.

Our Role

• Hawyia grounded the campaign in analytical studies and reports on local and global markets, identifying key challenges and opportunities and placing the messaging on a robust knowledge base. From these insights, we developed the campaign’s communications framework and awareness messages, designed a cohesive visual identity, and produced varied creative content. The scope also included tailored content for integration with media platforms and programs, using editorial treatments suited to each publishing context.

Our Role

• Hawyia delivered the #Tax_Evasion_Has_A_Short_Rope zakat and tax evasion campaign end to end—from developing the communications concept and crafting awareness messages to designing the visual identity, producing a broad range of creative content, and managing publishing across media channels and digital platforms. Throughout implementation, Hawyia continuously monitored indicators and analyzed engagement, improving publishing efficiency and extending reach. A comprehensive impact assessment concluded the engagement, confirming the campaign’s broad nationwide visibility and effective audience response.