“Hayah Karima” is Egypt's largest NGO dedicated to empowering and uplifting people in rural areas, helping them build better lives and contribute positively to society. Despite its life-changing work, “Hayah Karima” faced low donations due to the belief that it's fully backed by the government.

To shift this, we tactfully partnered with Amir Eid, a beloved Egyptian celebrity known for giving back to be the face of the campaign. The campaign’s catchy song which went viral through a  nationwide TVC sparked imagination and action.

+ Creative development

+ Video production &

post production

+ Celebrity Endorsement

+Media planning &

buying

TAGS: Sustainability . Celebrity Endorsement . Repositioning

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