If you've seen Baheya Foundation's new billboards across Cairo, there's a high probability that they touched your heart. Marking a decade after the opening of Baheya Hospital, the campaign features a simple but very heartfelt message: May you stay with us”. It's not a slogan; it's a plea, a hope, a wish that all sisters, daughters, and mothers get to stay in the lives of the ones who love them. Baheya has been providing free early detection and treatment of breast cancer in Egypt for the past decade, and this campaign follows their previous appearance and is both a milestone celebration and a reminder that they have far from finished. The imagery speaks volumes that feel familiar. A son placing a kiss on the head of his mother, a young boy cuddled in the arms of his mother—moments we're all familiar with, moments we're all afraid of losing. The lighting is golden, the colors vibrant and rich, the red hues underlying affection. None of these advertisements is gaudy or too highly refined; they don't have to be. They get domestic, as the pictures in frames on our shelves do. That's what works about them—they invite you into a private, emotional corner of your own existence where you can't help but recall your own beloveds. And by doing so, they remind you, kindly, of what is being lost in breast cancer. Then. Baheya nudges gently in their ad copy, saying “With your donations, we can complete the Sheikh Zayed hospital and tell each woman ‘May you stay with us’”. Cairo is the perfect backdrop for this campaign—not just because of its congested zones, but because humanity brings this city together. People here look after each other, and the healthcare foundation knows that. These billboards aren't just speaking to potential donors; they're speaking to a culture in which family comes first. Whatever you are -- an ordinary daily commuter, a mother, a brother, or the sibling of a loved one lost to cancer -- these ads hit you with a force that numbers will never achieve. To get more information about this campaign, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai, with details regarding campaign types, kinds, locations, budgets, media plans, and more.
