Egypt’s Ministry of International Cooperation (MOIC) and CNN International Commercial (CNNIC) are collaborating on a new global advertising campaign, Building Forward: Stories from Egypt, which will highlight the country’s international partnerships for sustainable development. It illustrates Egypt’s collaboration with bilateral and multilateral development partners and international financial institutions that fosters multilateralism to push an inclusive, digital and green economy.
Under Egypt’s Global Partnerships Narrative – centred on people at the core and projects in action and purpose as the driver – the campaign focuses on telling the country’s development stories across different sectors including: transitioning to renewable energy, advancing sustainable transportation networks, optimizing the use of water resources, and supporting entrepreneurship and women’s economic empowerment. CNNIC’s global brand studio Create has produced a suite of advertising assets for distribution across CNN’s multiple platforms. A collection of fact-file films, running on TV and digital, will demonstrate the strength and diversity of projects in industries such as energy, STEM schools, transportation and wastewater management, showing the positive effects throughout Egypt and how these initiatives led to international recognition that further advanced international partnerships and mobilized investment.
Utilising rich data insights and compelling storytelling, the campaign will engage CNN International and CNN Arabic’s audiences across all platforms and will be adjacent to relevant editorial content such as Agents of Change which will focus on remarkable women who are changing the world and Innovate which covers the exciting start-ups that are finding solutions for health and wellbeing related issues. CNNIC’s sophisticated technology including Audience Insight Measurement (AIM) and social optimisation tool, Launchpad will amplify the campaign amongst a global audience of entrepreneurs, SMEs, policy makers and the international community.
As the world faces pressing environmental and sustainability challenges, international cooperation and global solutions are increasingly significant and this is reflected in the timely partnership between CNNIC and the Ministry of International Cooperation.
Cathy Ibal, Senior Vice President, CNNIC, said, “Sustainability and creating a positive impact are key priorities for CNN and are important to our audience and our partners. We are delighted to be joining once again with Hon. Minister Rania Al-Mashat and her excellency’s team to highlight MOIC’s efforts towards the Sustainable Development Goals and the Ministry’s involvement in Egypt’s economic progression through this dynamic international campaign that will reach audiences in English and Arabic.”
Dr. Rania Al-Mashat expressed her enthusiasm for partnering with CNN, underscoring that “Egypt’s leadership is keen on fostering transparent and interactive engagement with all stakeholders to exchange experiences, build consensus, and ensure effective coordination. The Ministry’s partnership with CNN is an important opportunity to showcase Egypt’s successful collaboration with development partners and international stakeholders through real-life examples and projects that have been fundamental in transforming peoples’ lives and stimulating social, economic and environmental advancement.” She added, “We are engaging for impact towards our common future.”
