Home / Insights
“Ahlha” Community Service Program
Client: Ministry of Human Resources and Social Development
Sector:
Duration: 1 Year
Industry: Education
Overview
Challenge
To further the innate soft skills Saudi youth have but rarely use, and instill their importance when entering the workforce.
Outcome
The program's implementation in schools across the Kingdom has helped alter the perception of the importance of soft skills among students as well as their teachers, trainers, and general adult presence.
Impact
Its impact is constantly ongoing so long as it is being implemented — and long after that. Since Ahlha's application began in 2017, the Kingdom has launched new educational programs and initiatives that function on the importance of overall skill development.
Context
The further the labor market advances, the more an applicant needs to sell themselves rather than just their technical knowledge and skills. To do so, they need to simultaneously focus their educational efforts on developing soft skills — communication, presentation, teamwork, and leadership, to name a few.
As Saudi Arabia strives towards becoming the Middle East's go-to business hub, its local workforce must do the same. Since Vision 2030 was launched in 2016, the Kingdom has been acting to develop technical and hard skills — but more recently has turned its attention to soft skills.
The Ministry of Human Resources and Social Development (MHRSD) was officially established in 2019 after the Ministries of Labor and Social Affairs were merged — and has since been taking into account all the necessary maturing and knowledge nurturing needed to create a business hub like no other.
TAM's Approach
As part of its contribution to the Saudi Vision 2030 National Transformation Program and in support of the MHRSD's futuristic strategy, TAM created Ahlha (Arabic for "Qualify it" — it meaning the Kingdom) — a workshop-based program designed to instill positive values and attitudes among Saudi students and enhance their soft skills.
Identity & Brand Design
TAM was tasked with developing the program's identity — naming it, designing its logo, and setting its color scheme to attract the target audience. After much deliberation, the team arrived at "Youth Community Service Program," which was later renamed and shortened to "Ahlha" for greater resonance and memorability.
Research & Content Development
TAM conducted research to locate and select appropriate teachers and trainers for the program. This also involved gathering information and statistics on the nine topics covered — including food sustainability, youth helping youth, community and public spaces, and environment protection, among others.
Focus Group & Expert Interviews
To test the program's identity, methodology, and content, TAM conducted a focus group of 40 youths — equally distributed between genders — involving 15 trainers who then provided feedback. TAM also conducted in-person interviews with 20 people and organizations who were specialists in the nine different subject areas Ahlha was focusing on.
The Triangular Workshop Model
The program's workshop was designed for long-term use, built around the triangular model Attraction, Implementation, and Meditation. First, students' knowledge is activated through cognitive and emotional tools. These are then implemented to enhance abilities through realistic experiences. Finally, students learn to incorporate their new education through continuous intel gathering and deductive reasoning — until it can be done quickly and efficiently.
What We Delivered
- Full program identity — name, logo, and color scheme — designed to resonate with Saudi youth.
- Research across nine community topics to build the program's content and trainer selection framework.
- A focus group of 40 youths and 15 trainers to validate the program's methodology and content.
- In-person interviews with 20 subject matter specialists across the nine topic areas.
- A scalable, long-term workshop model built on the Attraction–Implementation–Meditation framework.
- A program successfully implemented in schools across the Kingdom — altering student and teacher perceptions of soft skill development.
Impact at a Glance
9
community topics covered including sustainability, environment, and youth empowerment
40
youth participants in the focus group — equally distributed by gender
15
trainers involved in the focus group testing phase
20
subject matter specialists interviewed across nine topic areas
3
phases in the triangular model: Attraction, Implementation, Meditation
2017
year Ahlha was first implemented in Saudi schools
2019
year the Ministry of Human Resources and Social Development was officially established
∞
ongoing impact — continues as long as the program is implemented and beyond
Lasting Value Created
Ahlha addressed a critical gap in Saudi education by creating a structured, scalable program that develops soft skills alongside academic knowledge. By reshaping how students, teachers, and trainers think about personal development and community contribution, the program planted seeds of a more capable, empathetic, and workforce-ready generation. Since 2017, the Kingdom has continued to launch new educational programs and initiatives that build on the importance of overall skill development — a direct reflection of Ahlha's pioneering spirit and alignment with Vision 2030's human capital goals.