Breaking records in the Middle East, never ever have so many people signed up to become a volunteers. The objective of recruiting 30,000 people as EXPO 2020 volunteers was outperformed on several dimensions. More than 30,000 volunteers have been recruited and the objective was achieved four months earlier than expected.

The campaign used hundreds of real volunteers to inspire others to join in and it quickly became the talk of the town. A truly integrated campaign with a strong focus on social media.