With Mother’s Day approaching, non-profit organization Misr El Kheir has launched an outdoor campaign encouraging people to donate to indebted mothers.

The campaign features a mother hugging her child, with ad copy that calls to action “with your donation, 1000 indebted mothers will return home to their kids before Mother’s Day”.

Launched during the first week of March, the campaign uses uni-poles, gates and billboards in various locations across Greater  Cairo.

Misr El Kheir raises donations for Mother’s Day-00
Misr El Kheir raises donations for Mother’s Day-00

The Art & Science of OOH

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