The FAYDA National ID Campaign in Dire Dawa
As part of Ethiopia’s strategic push toward a modern digital economy, we spearheaded a high-impact public awareness campaign in Dire Dawa in June 2025 to promote the FAYDA National ID system. The week-long event was designed to bridge the gap between policy and community, transforming a national digital initiative into a relatable, accessible tool for everyday citizens.
The primary focus of the campaign was education. Throughout the week, our team welcomed a massive public turnout, consistently engaging with more than 200 residents on a daily basis. Through interactive info-sessions, one-on-one consultations, and community discussions, we broke down exactly what FAYDA represents and why it matters.
The FAYDA National ID Citywide Campaign
We launched a massive, high-energy citywide awareness campaign across Addis Ababa. This multi-faceted initiative was designed to bring the FAYDA National ID directly into the daily conversations of the capital's residents, while simultaneously building momentum for the highly anticipated FAYDA Promotional Run. Our team took to the streets to demonstrate how a unified digital identity system practically simplifies and enhances the day-to-day lives of ordinary citizens.
To truly connect with the public, our promotional teams deployed across major hubs, markets, and public spaces throughout Addis Ababa. We moved away from high-level policy talk, focusing instead on how FAYDA solves real-world daily friction for citizens. Our street teams served as mobile information hubs, successfully turning public interest into enthusiastic community support for the upcoming event. By pairing a serious digital transformation initiative with the collective energy of a public run, the campaign successfully transformed a government program into a celebrated citywide movement.
Empowering Through Movement: The "FAYDA FOR ALL" Women’s Run
On May 16, 2025, our team successfully organized and executed "FAYDA FOR ALL," a landmark community event designed to intertwine the digital transformation of Ethiopia with the daily lives and health of women across the nation. More than just a sporting event, this initiative served as a powerful platform for advocacy, celebrating the modern Ethiopian woman while promoting the lifestyle benefits, security, and financial independence unlocked by the FAYDA National ID.
This course was mapped through some of the capital's most iconic landmarks and high-profile corridors, ensuring maximum visibility and public engagement along the way.
1. The Starting Line: Atlas Hotel: Launch Point.
Runners gathered early at the vibrant Atlas Hotel hub, kicking off the race with immense energy and community spirit.
2. The Bole Airport Corridor: High-Visibility Stretch.
The route headed down the bustling Bole Airport Road, a major economic artery of the city, drawing massive cheers from spectators.
3. The Turning Point: Bole Medhanialem : Midway Landmark.
Participants raced past the stunning Bole Medhanialem Cathedral, charting a path through one of the city's most central landmarks.
4. The Home Stretch: EU Office to Atlas: The Finish Line.
The final leg looped back toward the finish line, passing the European Union Delegation office before concluding back at Atlas Hotel for closing celebrations and awards.
In modern identity management, women often face unique barriers when accessing formal financial services, securing property rights, or verifying identity for public assistance. By centering this campaign around a women's run, our team aimed to break down these barriers visually and socially. Integrating the FAYDA National ID into a healthy, active lifestyle symbolizes a forward-moving, empowered society where every woman has a verified, secure digital identity to claim her place in the modern economy.
