It is no secret that each and every non-profit organisation in Egypt highly depends on Ramadan as the main season for donations and contributions. Despite the special rates given to these organisations by TV to advertise during this season, entities still fight to not only create any ad but to create the best one; the one that remains catchy during the whole month.
These unique commercials have been highly criticised in recent years as a majority of the ads go over the top, featuring victims that seemingly beg the audience for monetary aid.
This year, however, many entities managed to change that trend and create campaigns with brilliant originality and sensitivity that retains the dignity of those suffering.
One of the strongest and most versatile campaigns of this season was created by Magdi Yacoub’s hospital. Dr. Yacoub and his team managed to create a star-studded ad without any financial liabilities.
The commercial featured a number of football players as well as superstar Mohamed Hamaki, actor Esaad Youness, actor Nelly Karim, and actor Engy Samir Ghanem.
During the short commercial, the celebrities sing about the importance of supporting ill children and about the beauty of life. As the hospital specialises in paediatric cardiology, the ad was able to reach audiences of all age groups.
The hospital aired a number of other ads that feature the parents of ex-patients. We see a mother who is thankful for all the people and contributions that helped save her son as well as another who lost her child, yet remains close and involved with other children at the hospital. This series of commercials touch the viewers’ hearts within seconds.
Children’s Cancer Hospital Egypt 57357 shifted gears from its usual style seen last year. This month, they premiered a humorous ad featuring Hanen, an ex-patient, who proves that cancer is never the end of the road. The hospital also aired an animated commercial that shows what happens within the bodies of patients in a simple and accessible manner.
The new National Cancer Institute, which is currently under construction, aired a brilliant commercial titled “The magic of life”. Many cancer survivors star in the video. They start with narrating their stories, discussing the difficulties of their illness and then they conclude with how they will always remain optimistic because that is the ultimate method to beating their illness.
Meanwhile, Ahl Masr Burns Hospital maintained its dependence on young A-list celebrities through their new TV ad “See with your heart”. The musical ad features many stars that have already appeared on the organisation’s billboards throughout the past few months.
After a shocking campaign last year that focused on children’s severe burns and highlighted their weakness. This ad takes a lighter direction, aiming to radiate beauty and confidence. The stars sing along with many of the hospital’s patients while sporting colourful face paint.