A new outdoor campaign from Egypt’s Ministry of Finance aims at raising awareness about VAT – Value Added Tax and its contribution to the development of society. Over bright green backgrounds, and represented by characters from our everyday lives, varied ad copy informs that “We all should know that with an invoice we guarantee our rights” and that all the basic products and services, such as bread, tea, health, and education, are exempted from taxes. Under the slogan “Take your time calculating it, you will discover it benefits you”, the campaign is spreading across the Greater Cairo using Large and X-Large uni-poles, Megas, and Gates.
