Mission objective
Create a seamless, evidence‑based employee journey that aids corporate workers to quit smoking and supports Saudi Arabia’s goal of a healthier, smoke‑free society.
Context & Background
Saudi Arabia’s Vision 2030 includes a powerful health agenda: reduce the prevalence of tobacco use to 5% by 2030, and support a healthier society through prevention and well‑being initiatives.
In that context, Badael, a PIF company launched in 2023 to deliver tobacco‑free alternatives across the Kingdom, asked TCXA to help them go one step further: architect a corporate employee smoking cessation experience.
The goal was ambitious: design a journey for employees — from Day 0 (first quit attempt) through relapse and mentor stages — anchored in medical evidence, behavioral design, and digital/physical touchpoints. This was not a one-off campaign, but a scalable system that corporations could embed into their wellness programs, aligning with Badael’s mission to help replace smoking with healthier behavior.
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The Challenge
Creating behavior change is hard. Designing it inside a corporate environment adds layers of complexity. Badael needed a model that:
- Addresses real habits and symptoms of nicotine withdrawal
- Fits within employees’ daily routines (office schedules, shifts, breaks)
- Combines medical guidance, digital support, and human coaching
- Remains engaging across months—not just a short campaign
- Scales across industries and company sizes
Additionally, the experience had to reflect Saudi cultural norms and behavioral drivers, while ensuring alignment with national health goals and corporate wellness strategies.
TCXA's approach
Working in close collaboration with Badael, medical experts, and design partners, TCXA led the creation of a full employee cessation program—end to end, from branding to journey, to activation and scale.
Research & Insight Foundation : We conducted contextual interviews with Saudi corporate employees, surveyed smoking habits, and collaborated with healthcare professionals to map withdrawal timelines, symptom stages, and relapse triggers. This informed how we would layer support.
Experience Mapping from Day 0 to Mentor : We designed a multi‑stage journey: onboarding → active quitting → maintenance → mentor phase. Each stage had tailored triggers, support modules, check-ins, and feedback loops.
Hybrid Digital & Physical Touchpoints : We designed a digital platform (app, push notifications, tracking, educational content) coupled with physical touchpoints (smoking zones removal, coaching booths, in-office signage, peer support groups). The system nudges behavior, provides social accountability, and gives real-time relief when cravings hit.
Program Branding & Identity : Together with design partners, we crafted a brand identity for the cessation experience that feels professional, hopeful, and culturally aligned. This identity carries across digital interfaces, print materials, and office reminders.
Corporate Integration & Enablement : We created a playbook for corporate clients—HR onboarding of the program, monthly cadence, communication templates, success measurement, and feedback loops. Our aim was turnkey adoption for Saudi companies.
Results
While the program rollout is in progress, early metrics and client feedback show promise:
Stronger program engagement: Employees report clarity about what to expect, feel supported at craving moments, and track progress with confidence.
Operational readiness: Badael’s corporate clients now have a scalable, repeatable cessation program they can deploy—no reinventing from scratch.
Health & behavior alignment: The journey aligns with medical best practices, reducing relapse risk and normalizing stop attempts.
Strategic health positioning: For Badael, this becomes more than a product play—it elevates them as a health partner in the Kingdom’s vision.
Societal impact in view: The experience supports the Kingdom’s ambition to make smoking rates drop, align corporate culture with national health goals, and foster workplaces that value employee well-being.
By creating a system-level approach to quitting, Badael and TCXA are helping corporations transform their employee experience—and do so in service of Saudi Arabia’s bigger health ambitions.
