2012 Winners & Shortlists

The Campaign

Mobinil decided to run a CSR campaign with the aim of contributing to the society by educating and employing 200,000 Egyptian hands, given that Egypt has a very high rate of unemployment. It focused on a concept that "every hand is created with its purpose."

The Brief

Given that Egypt has high unemployment rate, Mobinil took the initiative to educate and employ 200,000 Egyptian hands.

Results

One month after campaign launch some people still had doubts that they could actually find jobs while others were optimistic and responded positively to the idea. Actual results of people beineg employed started happening in the period from December 18th to the 28th and the campaign is still running.

Execution

The campaign was initiated in August, which was first introduced through its TVCs and then followed by press adverts. The campaign is still in progress.

The Situation

Egypt is a country with a high unemployment rate. Moreover, the revolution put the people on the streets to claim their rights for around 20 days, so they stopped going to work.

The Strategy

First approach was was through TVC then followed by press adverts four days later.