Haseb... Lathasab

Project Overview

Haseb... Lathasab is a social awareness campaign that addresses the issue of excessive water and electricity consumption. The campaign encourages people to rethink their everyday habits by highlighting how small acts of waste can have significant environmental and financial consequences. Through humor, relatable scenarios, and a symbolic character named "Haseb," the campaign delivers an engaging message that promotes responsible resource consumption and sustainable living.

Visual Identity

The visual identity is inspired by the concept of accountability and utility bills. It combines elements such as water droplets, electricity symbols, receipts, and handwritten calculations to reinforce the idea that every wasted resource has a cost. The campaign uses bold typography, clean layouts, and a vibrant blue and orange color palette to represent water and electricity while maintaining a modern and approachable visual language.

Key Experience
The campaign uses humorous storytelling and relatable household situations to engage audiences and raise awareness about water and electricity waste. Through the recurring character "Haseb," viewers are reminded that every wasteful habit has a cost. The experience extends across advertisements, posters, brochures, and social media, creating a consistent and memorable awareness campaign.

Alignment with SDGs
Goal 6 – Clean Water and Sanitation: Promotes responsible water use and encourages reducing unnecessary water waste.
Goal 7 – Affordable and Clean Energy: Raises awareness about efficient electricity consumption and energy-saving habits.
Goal 12 – Responsible Consumption and Production: Encourages sustainable consumption patterns by reducing unnecessary use of natural resources.
Target Audience
Age Group: Adults aged 28–44
Primary Audience: Young adults, newly married couples, and families who make daily household decisions about water and electricity consumption.
Secondary Audience: The general public interested in adopting more sustainable and cost-effective lifestyle habits.
Campaign Summary

This student campaign titled "Haseb... Li Tohasab" was created in Egypt in 2026 as a graduation project at MSA University, Faculty of Arts and Design, Graphic Design Department. It was developed as a social awareness campaign promoting responsible water and electricity consumption through humor, storytelling, and interactive experiences. The campaign includes a visual identity, TV advertisements, social media content, printed materials, and an educational card game designed to encourage positive behavioral change.