Ahl Masr Foundation has turned to the billboards of Cairo in Ramadan to show gratitude for all physicians facing the Coronavirus pandemic, and collect donations to support them with medical equipment and protective suits needed. Following its last outdoor appearance in December, the well-known hospital specialized in the treatment of burns has decided to come up with an OOH campaign for a donation in Ramadan to help physicians keep fighting the current situation. The campaign's visual shows a doctor wearing both a face mask and shield, sided by the copy in Arabic شكرًا الجيش الأبيض which translate to Thank you white soldiers as recently in Egypt physicians are referred to as heroes who wear white due to their much-appreciated efforts. The copy is followed then by a call-to-action for donation, sided by the foundation's logo, and bottomed by the hotline, the account number in every bank, as well as Fawry's logo, to highlight it as a method of payment. The OOH campaign appeared on the billboards in the last week of April, distributed over double-decker poles and mega-signs across different locations in Greater Cairo.
