2012 Winners & Shortlists

Brief Explanation

Etisalat Egypt has been tackling the water issues within the CSR platform among other telecom operators. In this TVC Etisalat is creating awareness about its contribution in solving the water problems in Egypt throughout two phases: Showing the problem and revealing how the problem is solved. Putting it in other words, how would we be the land of the longest river in the world (the Nile) that has 5 million cm3 of water with so many problems that are related to water?! During the first phase the copy reflects a part of the problems facing people. These problems included contaminated drinking water, shortage of drinking water and shortage of irrigation water which were the main causes to liver and kidney disease also plant disease and poor agriculture in rural areas. The second phase shows people using water in a useful and hygienic manner like planting, washing, dialysis unit and a clear cup of water while the VO reveals how Etisalat participated with “Origin” initiative in solving the water problems in Egypt which is through four main arms: - Water purification channels - Pumping water to different areas - Water irrigation solutions - Dialysis machine donations to different cities around Egypt