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Ramadan in Egypt is a season of togetherness and generosity. Yet, at the same time, consumption peaks; rich foods, sugary drinks, and indulgent desserts often take center stage.
Amid this duality of generosity and overconsumption, the “Enta El Hal” initiative, in collaboration with the Ministry of Health, emerges as a timely guide, reminding Egyptians that while Ramadan celebrates abundance and togetherness, it is also an opportunity to embrace healthier consumption habits.
The Origins of Enta El Hal
The initiative was originally launched years ago to promote energy conservation and responsible electricity use. Like this campaign, the core message was empowering citizens to be an active part of the solution.
More recently, the campaign’s positioning has shifted toward promoting healthier consumption habits, notably around periods like Ramadan. The campaign started with an outdoor campaign with OOH billboards that caught attention with the strong key messages it reflected.
Empowerment Over Judgment
Unlike many health-related campaigns, this campaign took another approach. At the heart of Enta El Hal’s marketing strategy is a tone of encouragement, not firmness.
Instead of telling people what they shouldn’t do, the campaign emphasizes the consequences of people’s actions and overconsumption, showing how choices during Ramadan and everyday life can affect personal health, family well-being, and the broader community.
From Streets to Screens: Bringing the Message to Life Through a Powerful Ad
After capturing attention with the OOH campaign, Enta El Hal took its message a step further with TV ads.
With Tarek Nour’s distinguished voice, the 3 copies of the campaign communicate different ideas of consumption in a light and funny way.
The ads focus on storytelling with real insights over instruction, showing how the little habits we usually ignore, piling extra food on our plates, overindulging in sugary desserts, can quietly add up to significant consequences for our health.
By combining humor, relatability, and culturally resonant settings, the ads engage audiences emotionally while reinforcing the core campaign message: that every individual has the power to make mindful choices.
Mindful Ramadan, Empowered Choices
Enta El Hal initiative is a movement that inspires action and celebrates the power of individual choice. Away from all the jingles, celebrities’ endorsements, and more, the campaign focuses on what matters the most for people in Ramadan. It transforms healthier consumption from a personal responsibility into a collective national effort.
