In many Arab societies, discussions around relationships and reproductive health remain sensitive topics, despite a pressing need for accurate, unbiased information—especially among youth. Love Matters stepped in to fill this gap, recognizing that with a growing and diverse audience, traditional content formats were no longer enough.
This created the need for a partner who could transform sensitive messaging into digestible, shareable educational content across digital platforms. That’s exactly what was achieved through a long-term strategic collaboration between Love Matters and UMAMI.
About Love Matters
Love Matters is an awareness initiative focused on promoting accurate sexual and reproductive health information in Arabic, targeting audiences aged 18 to 35.
Its mission is to empower youth, parents, and adolescents with scientific, judgment-free content that enhances relationships and improves quality of life.
The Challenge
As Love Matters’ following expanded, their team faced several challenges:
- The need to present information through quick, visual content optimized for social media.
- The importance of cultural adaptation, making the content relatable for Arabic-speaking audiences without compromising its message or integrity.
- The search for a creative partner experienced in animation and storytelling who could tackle sensitive topics with both lightness and accuracy.
UMAMI’s Secret Recipe
UMAMI became more than a service provider, we were a strategic partner who shared the same values. Over more than two years, we supported Love Matters with:
- Visually engaging microlearning animation videos tailored for teens and parents.
- Voiceover services adapted to social media platforms styles.
- Sign language video production to ensure accessibility for all audiences.
- Full cultural adaptation of existing video content without compromising the message.
In short, UMAMI transformed each script and concept into a visual storyboard that delivered the message with clarity, flexibility, and creativity.
The Results
- Love Matters successfully expanded its reach to include new audiences like parents and adolescents without losing the core of its messaging.
- The videos produced by UMAMI were used not only on social media but also in training workshops and educational settings.
- The team observed higher engagement and credibility. Several organizations even requested to reuse the videos due to their high quality and impact.
Project Numbers
- Duration of partnership: 2.5+ years
- Adapted videos: 18
- Original video creations: 16
“UMAMI is a partner I can truly rely on. They’re highly responsive, they understand our vision and values without needing lengthy explanations, and they bring a shared sense of purpose to every project. Their delivery process is smooth and reliable, and that’s why we’ve continued working together.”
— Samaa El Turky, Social Media Lead at Love Matters
Dealing with sensitive topics in your mission?
Let UMAMI help you turn them into engaging, trustworthy educational content—just like we did with Love Matters.
Get in touch with us today and start making an impact.
