Baheya Foundation has come back to the roads of Greater Cairo with a new OOH campaign that raises donations on the special occasion of Mother’s Day. While women’s health is always a concern for Baheya, the medical non-profit institution has designed a special campaign during March that uses mothers as their main CTA (Call-To-Action) under the slogan “Mom is the dearest word”. The campaign hit the billboards during the third week of March, with very tight timing for Mother’s Day, and uses lightboxes, billboards and T-Poles on limited locations across Greater Cairo.
