2011 Winners & Shortlists

The Campaign

This initiative came to life during the Egyptian revolution, a revolution that created a precedent in the way a whole nation peacefully shook down a system to its core in return for its rights. As Egypt is changing, and changing the whole world with it, a core transformation is taking place within each and every Egyptian. A change from apathy towards the country, to one of pride in announcing that he/she is an Egyptian. This initiative, this oath, is one that united all Egyptians under one doctrine for a better Egypt.

Success of the Campaign

Everyone in the initiative volunteered to be in it, no-one was cast. In just two days, the main link for the oath on Youtube had reached more than 60,000 hits. The people commenting on the video were all swearing to uphold the oath and some even added a personal pledge that they promise to upkeep. Many people placed that oath as their profile picture and uploaded a video of themselves pledging to uphold it, amongst them were school teachers, and colleagues at work. The oath was reproduced by people in the form of flyers and stickers distributed on the streets. In local markets, the oath was reprinted (in a different design than the one published) and hung on the walls of small shops and kiosks.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was launched on the night of February the 23rd, a Facebook group was created under the name of "Masr Bokra" with the oath uploaded on it. On the group, people were encouraged to upload videos of themselves taking the oath. On the same day the oath was aired on satellite television. On February the 24th, a written version of the oath had a whole page dedicated for it in the reputable newspaper, Al Masry Al Youm.