24 Melaya is an awareness campaign for women debtors
The project is conducting a women debtors’ awareness campaign with C-class Egyptian women citizens as a main target audience. Women debtors are the women who are incapable to pay their debts in the promised date. The main reason of debtors prison is buying uneccessary marriage supplies for their daughters on debt in order to flow with the customs and traditions that have no meaning. 24 Melaya campaign aims to limit the number of purchases per marriage to eliminiate women debtors phenomena. The awareness campaign is under SDG 1, no poverty.
Logo Trials
TV ad
Main media for advertisement was TV ads, as my target audience are C-class Egyptian women citizens who age between 45 and 55, so they use the TV daily. The campaign will be visualized in humorous and dark comedy way instead of using dramatic and tragedy messages, this will help us reach the target audience easier. Thus, I used comics and memes from well-known Egyptian movies.
Story Board
Electives
Most of the electives will be put inside or around the transportation stations or outdoor medias so the target audience can see them while moving in the streets.
1-Posters for metro stations
2-Billboards
3- Forsa event
Organized an event called “Forsa” in order to help women debtors by encouraging them to resell their unused purchases from their marriage, accordingly people will benefit from this by buying the unused purchases in a discounted price rather than buying them from the actual store. In order to limit their purchases, each one has an access to buy only two items.
A-Flyer
Distributed allover the streets on both the sellers who are women debtors and the buyers. There's a stencil paper with jail design placed on the flyer that the audience can flip to read the flyer, this give a hidden message that with the buyer can make small movement to prevent the women debtors from going to prison
B- Other electives
4- Interactive brochure
Audience need to remove the piece of appliance or product to read a relatable hidden message
5- Bus back LED screen
Designed GIF advertisement to be displayed on Buses’ LED screen, as these buses are newly launched in Egypt, and this idea will be new and grab their attention
6- Monorail design
7- Lenticular advertisement
Used different and creative mediums such as lenticular posters, by putting two opposite compositions together. It's an interactive advertisement that will engage the target audience in the Egyptian streets
8- Photo booth
Designed a photobooth that can be placed in low-key malls, metro and bus stations
