Egypt is shifting its food culture with 100 Million Healthy Lives

The Egyptian Ministry of Health and Population continues with ongoing OOH strategy to promote their healthy social initiative 100 Million Healthy Lives, after their latest outdoor campaign back in April, in addition to lots of other initiatives aiming to adjust Egyptians’ different behaviors such as “Be like Adam” campaign.

The president’s initiative to support the healthy lives that we deserve is portrayed in the visuals with a yellowish background, showing healthy life choices such as a boy eating a banana, someone riding a bike, a person running and drinking more water, and a salad that looks delicious yet low fat. The ad copy perfectly matches the visuals implying that “Our health lies in the hands of our lifestyle” and a sub message that completes the pictures stating “A healthy nutrition for a better life” and “More movement for a better life”.

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