Following the initiative of the biggest Ramadan box, Egyptian non-profit foundation Misr El Kheir renews their message on Cairo’s roads for Ramadan with an ongoing OOH strategy, reminding viewers that they can change lives as they did last Ramadan.

The visuals use their branded green backgrounds, keeping the brand’s identity with this positive color; with an ad copy that inspires people to donate “Your Zakat with Misr El Kheir – Changes lots of lives –“, the bottom space is reserved for their address, bank account number and hotline to send you a delegate to collect your donation. Parallel to it, another ad that contains their logo and slogan “Human development is our essential mission”; Ramadan calligraphy appears at the top left corner.

The campaign was launched during the first week of May, using uni-poles and double-decker poles in several locations across Greater Cairo.

Your Zakat “Changes lots of lives” with Misr El Kheir-00
Your Zakat “Changes lots of lives” with Misr El Kheir-00

The Art & Science of OOH

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