E3zemni اعزمني

This awareness campaign, sponsored by the Egyptian Food Bank, is dedicated to tackling the growing issue of food waste while fostering a sense of social responsibility. The initiative focuses on gathering surplus, food from various sources like households, restaurants, and food service institutions, and transforming it into nutritious meals that are then distributed to individuals and families in need. The target audience are categorised into 2 personas: persona 1 includes restaurant, bakery, and cafe owners, 45 to 65+ years old males and females, while persona 2 includes households, 18-34 years old males and females. At the heart of the campaign is a mission to show that no edible food should ever be discarded while someone else goes hungry. by using the slogan “ ليك الخير و كمان للغير ” , this campaign invites the community to participate in a larger movement of giving, empathy, and sustainability. To effectively spread this message, the campaign utilizes visually compelling illustrations and imagery, as well as an emotionally moving TV commercial. These elements work together to raise awareness, educate the public, and inspire meaningful change in behavior around food consumption and waste.