Egypt’s first charitable fund to support people with disability; Ataa Fund by Nasser Social Bank has appeared for the first time on an outdoor advertising campaign to brand their good cause on the billboards of Cairo, using celebrity branding marketing tactic to feature actress Mona Zaki. With an aim to collect EGP 200m in their first phase of subscription, the fund is “The first charitable investment fund to support people with disabilities” according to the ad copy, while their slogan goes by “Invest in good deeds … Invest in Ataa”. Other visuals display different types of people with disabilities with a smile on their face and next to them is the brand ambassador Mona Zaki. The bottom side shows that the fund is approved by Egypt’s highest religious institution Dar AlIftaa, their website URL as a call to action, in addition to announcing that “This OOH space is donated by one of the companies that support the fund’s activities”. The campaign popped up on the roads during the third week of January, using double-decker poles, uni-poles and billboards in various locations across Greater Cairo.
