Campaign details

Brand: Awladna
Brand owner: UNICEF Egypt
Lead agencies: BEE Media Productions, UNICEF Egypt (In house?)
Contributing agencies: National Council for Childhood and Motherhood, Ministry of Education and Technical Education, European Union, Axeer Studio
Country: Egypt
Industries: Charities & voluntary organisations
Media channels: Content marketing, Direct marketing, Events & experiential, Integrated, Magazines - consumer, Merchandise & free gifts, Newspapers, Online video, Outdoor, out-of-home, Radio & audio, Social media, Television, Websites & microsites, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Awladna ('our children') is UNICEF's brand for its Ending Violence Against Children efforts in Egypt. Every year, child welfare organisation UNICEF Egypt – supported by its partners and funded by the EU – highlights a 'children's issue' in Egypt, and this year it chose bullying. The campaign, using the hashtag #ImAgainstBullying, was the first national anti-bullying campaign in the Middle East.

Market background and cultural context