With over 2.5 million pilgrims, the Hajj season is the 2nd biggest major religious gathering in the world with around 80+ nationalities. This made a massive undertaking for entourage to deliver the right message with the right approach to meet two key objectives: promote the right Hajj behavior and the importance of getting the Hajj permit among all KSA pilgrims and pilgrims from select GCC countries.

Makkah Gov. H.H. Prince Khaled Al-Faisal announced the awareness campaign during a press conference held in September 2019. The awareness campaign was titled “Hajj: Worship and Civilized conduct” under the slogan “a message of peace”.