In August 2023, the Saudi Sports for All Federation (SFA) launched the Museum of Extinct Mobility, a virtual reality experience that alerted Saudis to what a dystopian motionless life would look like if they were to continue with a sedentary lifestyle.
Over 14,000 participants engaged with the virtual museum in just one month, and what has become an awakening campaign succeeded in driving 710,000 actions and sparking vital conversations about physical activity.
But the impact of the “MoveYourWorldInitiative” went beyond encouraging physical activity in Saudi Arabia.
In follow up to the innovative use of virtual reality, the SFA campaign leveraged the power of storytelling by documenting five inspiring life stories of men and women from different generations.
Teaming up with Shahid, SFA reached out to tho
