Umniah by Beyon Launches the 11th Edition of Its “Shababi” Campaign

Reaffirming its commitment to empowering youth, Umniah by Beyon has launched the eleventh edition of its flagship annual initiative, “Shababi”, designed to foster direct engagement with university students across Jordan.

This year’s campaign coincides with Umniah’s refreshed identity under the Beyon Group, reflecting the company’s renewed vision to be closer to its customers and more connected to the community through meaningful, real-life initiatives that encourage participation and celebrate the energy and creativity of young people across the Kingdom.

First launched in 2014, “Shababi” goes beyond offering special promotions. It creates interactive and purposeful experiences for students. Alongside introducing a GSM package tailored for university students with exclusive discounts, the campaign invites youth to join the Umniah Youth Team, which is a platform that allows them to actively participate in community initiatives, contribute their ideas, and help shape the brand’s vision and future programs.

Khaldoun Sweidan, Chief Commercial Officer at Umniah, stated that the campaign reaffirms the company’s renewed commitment to youth, noting that its goal is not only to provide offers designed around their needs but also to create real opportunities for purposeful participation.

Sweidan added that continuing long-standing initiatives like “Shababi” enable students to experience Umniah’s new brand identity while maintaining strong connections with them, empowering them to become active contributors to the brand’s journey. He emphasized that Umniah views young people as true partners in its mission toward a more connected and innovative future.

Every year, “Shababi” reaches more than 30,000 students across over 12 universities in Jordan through on-ground activations and interactive experiences, strengthening Umniah’s presence among youth and reinforcing its position as a leading company that builds community connections, fosters a sense of belonging, and promotes a culture of positive engagement between young people and national institutions.