Donia Ghanem, a multi-talent star, was chosen to portray the causes through playing 3 different characters in the campaign visuals.- An Introductory copy was first launched to explain the concept of the campaign.- Followed by 3 separate copies for each of the causes, explaining the different cause and encouraging the people to vote for it.- Then bumpers were launched explaining the voting process.- Further on, celebrity and regular people testimonial TVC’s portrayed the causes each of the people is supporting.

- Radio spots on the top rated programs, along with sponsoring Canon time slots.- Outdoor presence with digital counters showing the updated number of votes for each cause.- Top Newspapers and Magazines were used to support the campaign.

- Aggressive presence on Digital and Social Media, an online application through which people vote was created.- Mobile Short Messaging Service numbers were promoted through all the TVC’s and were the main voting medium.

•Sales growth of 8% vs. same period last year.•2,198,337 votes for the campaign in 4 weeks.•Doubling of our Facebook community from 300,000 to 600,000 in 4 weeks.•98% brand credibility.