Majid Al Futtaim launches a new OOH campaign to raise awareness of their Ramadan donations’ initiative called “Make a difference together”. The headline of the ad is “when we are together, the happiest moments are alive”. The copy clarifies that the goal of the initiative is to donate toys, books and clothes. On the Mall of Egypt website, there is an addition in the copy in which you may put your donations at any Majid Al Futtaim destination. Majid Al Futtaim’s destination logos are placed at the bottom of the ad such as Mall of Egypt, City Centre and Carrefour. On the box, there is the word “donations” where the children can place their donations, and a visual guide to encourage children to donate their toys, books and clothes.The campaign’s main character is Dabbdoub the bear which is standing over four books. The sizes of the billboards are uni-poles, There are billboards placed over the road from and leading to 6th October City such as those on 26th July Bridge.