Egypt’s non-profitable organization Bait Zakat has been on the billboards of Cairo to remind us of how Zakat could be the most powerful way to thank god for all the blessings we are surrounded by. Using emotional marketing, the most common marketing and advertising strategy in the MENA region, Egyptian Zakat and Charity House displays their message on different visuals to remind us of what is worth thanking God for, such as “Zakat is the most powerful way to thank god for the gift of kids”, and another ad copy to complete this one “Kids’ heart operations”. Another message on different visual states “Zakat is the most powerful way to thank god for the gift of livelihoods” and the complementary ad copy that says “Bailing people in debt”. Other visuals have different reasons to thank God and different achievements of the house that is directly linked to each other. The campaign was out there during the second week of January and can be seen on mega-signs, billboards and uni-poles in various locations across Greater Cairo.
