Following the uprising in Egypt and the overthrowing of President Hosni Mubarak last month, TBWA\Egypt has teamed up with client Henkel to help clean up the streets of Cairo.
As part of a CSR project called El Balad Baladna (This Place Is Our Country), volunteers are descending on a different neighborhood each weekend and giving it the spring clean treatment.
In one of the first ‘street actions’, more than 100 volunteers headed for Batal Ahmed Abdel Aziz Street in the suburb of Mohandniseen. The street was on the route taken by marchers heading for Cairo’s Tahrir Square, where last month’s protests were concentrated.
The initiative is sponsored by Henkel brands Persil and Pril. A TV spot by TBWA that Egyptian TV channels aired for free explains the project, along with posters and a social media campaign on Twitter @elbaladbaladna and at facebook.com/elbaladbaladna.
