Public Relations

Sutra: Misr El Kheir and El Waleed Philanthropies providing a standard of living

Finding affordable housing with a basic standard of living is a difficult task for many Egyptians, especially in Upper Egypt….

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Finding affordable housing with a basic standard of living is a difficult task for many Egyptians, especially in Upper Egypt. Many live in shacks or basic homes made of mud bricks and other materials found in streets. Egyptian statistics from last year state that 38.6% of inhabited areas across Egyptian cities are slums.

On Sunday, the Misr El Kheir Foundation and El Waleed Philanthropies announced the completion of the first phase of their collaborated project, Sotra. Aimed at “human development,” Sotra is a housing project that aims to improve the housing environments and standards of 10,000 families.


Improving the standards of living

Considered one of the largest development projects in Egypt, the project is all about helping improve the standards of living for those living in poverty.

Slum housing standards usually mean a house made of mud bricks or mud, with wooden roofs, all threatening to fall down on the family living inside it. The Misr El Kheir Foundation and El Waleed Philanthropies want to change that.

By destroying those unsafe and dangerous homes, the united philanthropic organizations build new homes for its inhabitants. From dirt floors and plastic window coverings with no windows, homes are rebuilt with tiled floors and shuttered windows.

Many of the people who had their homes transformed felt as if they never really lived before, that they took their life and home for granted. They felt like their lives had changed for the better, and they would have better luck in life. Their views on what they believed were the standards of living changed.

Continuing the changes in life

The Sotra housing project’s first phase has already impacted and changed the lives of over 1 thousand families in the areas of Menya, Suhag and Beni Sweif. The philanthropic project has currently covered over 35 villages.

Dr Ali Gomaa, Chairman of the Board of Trustees of the Misr El Kheir Foundation, stated that the project’s objective is to develop Egyptians through rehabilitating their houses to provide them with basic and essential elements. They also support and assist them with accessing services such as educational opportunities, vocational training programs and adequate health services. All these elements come together to provide the people with a decent and healthy life with a good standard of living.

The Misr El Kheir Foundation and El Waleed Philanthropies hope to provide better housing to over 10,000 families by the end of 10 years.

The project has affected many people already, and it has only started its 2nd phase. It has changed many lives and the views of what the basic standard of living should be. The combination of these two large philanthropic entities show us how CSR and charity should look like, making people happy and providing them with better opportunities with no profit in sight.

Where do you believe the standard of living should start? Let us know in the comments below.

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Creative, Featured Stories, Public Relations

Digital Buzz: Egyptian Super Powers or, PR Stunt?

Feats and acts of superhuman abilities are usually best left in the imagination of the movies; dreams of having superpowers…

Feats and acts of superhuman abilities are usually best left in the imagination of the movies; dreams of having superpowers are always best left as dreams and to be watched on TV. But in truth, we humans are far more capable than we seem.

For years, we have heard and tried hard not to believe stories of super-human powers. There have been news stories of mothers lifting cars to save their children, of people pulling trucks with their teeth, of a man who ate an entire plane!

Super powers are among us, maybe not the types we wish we had, but they are there, which makes these videos both believable and unbelievable.


Super Powers Viral Buzz: Planned or Spontaneous?

PR is a great way to strengthen business relationships, increase brand awareness & enhance your brand image. We all know that a good PR campaign will forever go down in history.

Designed to look like a normal video, first video came particularly striking on the idea of superhuman abilities to make us wonder, superpowers . Do really exists?

Egyptian youth with superpowers…. Because, of course, they can. And they do. Every single day.

انا مش فاهم الواد ده رفع العربية بإيده ازاي..حد فاهم ايه الحوار ده !!

Posted by Ahmed Jaber on Wednesday, October 18, 2017


Social Media wondered at the video; hoax or not?

Dozens of posts chimed in with their own perspectives.

القوه الخارقه فينا بس التواضع مسيطر علينا

Posted by Mai ibrahim on Friday, October 20, 2017

Egyptian super power

Posted by Sarcasm Station on Friday, October 20, 2017


The digital media buzz did not only grab the attention of social media users and influencers, but also reaching broadcasters, such as Nogoom FM and Al Nahar TV, who wondered what the phenomenon that demonstrated social media platforms could be.

More tactical moves:

Because one video is not enough, while superpowers strength is something that we have seen before in real life, nothing prepared us for this X-Man Mutant wannabe.

ياما نفسي طول عمري أعدي من الحيطة زيها… هو دا حقيقي ولا اية!!

Posted by Mohammad Sherif on Friday, October 20, 2017


So, Who is behind the new Superpowers? Vodafone Egypt!

Naturally, word of mouth is the aim of any PR stunt, with many big brands using the approach as an alternative to expensive digital ads.

Being super isn’t just a dream, and not a special talent anymore. Vodafone’s newest PR stunt has captured many online viewers, reaching over 14 million online users and over 7 million in offline coverage.

It was a clever PR stunt, and one that resulted in a fair bit of positive chatter on social media. It also may be one of the most inclusive PR stunts ever witnessed in 2017 on the Egyptian digital media scale.

القدرات الخارقة #خليك_فليكس

كل الناس بتتكلم عن اصحاب القدرات الخارقة، بس ده بقي العادي اليومين دول… ده فادي فليكس، نظام فليكس خلاه وعملاء زيه كتير يعملوا اللي هما عايزينه وزيادة… #خليك_فليكس .. تعمل اكتر.اعرف اكتر من للمزيد كلم 800

Posted by Vodafone Egypt on Monday, October 30, 2017

القدرات الخارقة #خليك_فليكس

كل الناس بتتكلم عن اصحاب القدرات الخارقة، بس ده بقي العادي اليومين دول… دي نادين فليكس، نظام فليكس خلاها وعملاء زيها كتير يعملوا اللي هما عايزينه وزيادة… #خليك_فليكس .. تعمل اكتر.اعرف اكتر من للمزيد كلم 800

Posted by Vodafone Egypt on Monday, October 30, 2017

The teaser campaign also received hundreds of comments and engagement, ranging from disbelief and anger to comically funny comments.

What puts them together? #خليك_فليكس تعمل أكتر

Vodafone Flex’s plan gives its customers superpowers in terms of their phone usage, by letting customers have an unlimited use of WhatsApp until the end of their normal bundles.

Making it easy for users to stay in contact with everyone, being the superhero everyone needs when they are feeling down.

Think that this was a clever way of teasing the masses? Let us know in the comments below.

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News, Public Relations

Celebrating World Psoriasis Day with awareness campaign; Janssen fights to improve lives

Psoriasis is a severe disease, one that many suffer through as it often makes life and daily activities difficult. Janssen,…

Psoriasis is a severe disease, one that many suffer through as it often makes life and daily activities difficult. Janssen, the pharmaceutical arm of FMCG giant Johnson & Johnson, is launching an awareness campaign to help improve sufferer’s lives.

Launching on World Psoriasis Day, also today, Janssen hopes to improve the lives of those suffering from the disease. Through their “You deserve a better life” campaign, the company aims to raise awareness about psoriasis, as well as inform people who its far-reaching impact on quality of life.

The campaign was announced yesterday, attended by a variety of dermatology professors who discussed the effects of the long-lasting autoimmune disease. Including dermatology professor Dr. Assem Farag, Dr. Mahira El Sayed who is head of the dermatology department at Ain Shams University Hospital, and head of dermatology department in the Suez Canal Authority, Dr. Khaled Montaser. Also attending the event was Janssen Managing Director, Willem-Jan Blok.


Suffering through a painful and debilitated life

Psoriasis and psoriatic arthritis are severe chronic, immune-mediated diseases that are incurable, highly visible and often painful.

The disease, which typically affects elbows, knees and scalp, causes raised red and scaly patches to appear on the patient’s skin. This can make it painful for many to move around, and has been known to increase the chances of other severe diseases.

Nearly 3% of the world’s population lives with the disease, with people aged between 15-35 years old being the most affected.

“Psoriasis can develop at any age. Diagnosis and treatment of the chronic inflammatory skin disease poses a serious challenge given that 10-30 percent of psoriasis sufferers are likely to develop arthritis by time, according to dermatology,” stated Dr. Mahira El Sayed.

“Psoriasis patients in Egypt face a number of challenges including the generally under-resourced healthcare system and inadequate insurance provided by the government which does not cover new medications for the disease” said Dr. Assem Farag.


Leading the charge to improve quality of life and awareness

Janssen hopes the campaign will shed a light on the need for better healthcare for psoriasis patients around Egypt.  The company has also played a leading role in finding new and better ways to prevent, intercept, treat and cure the disease for the past decade.

The company also celebrated World Psoriasis Day last year, with last year’s theme being “Breaking barriers for people with psoriasis.”

“We consider every disease a priority even if it is afflicting only one person” said Janssen Managing Director Willem-Jan Blok.

“We hope we can expand our research and medical experience as well as our support to the Egyptian healthcare system to achieve growth in the number of generally healthy Egyptians per year.”

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Events and Awards, Featured Stories, Public Relations

Dodging the crisis bullet: “Let’s Talk” conference is coming to Cairo next November

These days, Digital PR is a solid feature and practice that any PR agency should have, and Fekra Communications is…

These days, Digital PR is a solid feature and practice that any PR agency should have, and Fekra Communications is stepping up to provide a meeting point in which PR professionals can meet and thoroughly discuss Digital PR.

Unlike many other Public Relations conferences, Let’s Talk is aiming not only to reach out through traditional PR practices, but by also focusing on Digital PR.

The event will also pit clients and agencies together, in a first-ever agency-client debate, intending to strengthen those relationships through a more-detailed understanding and dialogue. Answering the question, “Is the region getting its share of expertise when it comes to providing the right level of consultancy services in crisis communication?”

Let's Talk Crisis Communications – Powered by Fekra Communicat…

Let's Talk Crisis Communications – Powered by Fekra CommunicationsMarch 8-9, 2017The Address Hotel Dubai Mall, UAE

Posted by Let's Talk Event on Monday, March 13, 2017

Following an inaugural successful run in Dubai earlier this year, Let’s Talk is coming to Egypt.

Already, dozens of policy makers, senior officials, communication experts and top representatives of various companies have been confirmed to attend. Companies include Vodafone, Juhayna, Uber, Qalaa Holdings, Huawei, OLX, PepsiCo, and Soft Power Productions.

Other attendees include Publicist Inc., Rada for Research & Public Relations, Editor PR, 4PR, Vantage, Kijami, and other communications and public relations experts.


Some of the items on the agenda of Let’s Talk?

The impact of new communication platforms, especially social media and the online world, has made companies more prone to fast-spreading crises. That, or social media has just expanded the ease of which crises can spread.

“With the continuing evolution of communication platforms, news and word of mouth spread faster and even wilder than it used to a decade ago. Today we live in a world where both government and corporate reputations are more fragile and where crises seem to be occurring more frequently.”. 

Mohammed El Batta, Fekra General Manager, and Conference Manager.

The event also hopes to share insights and best practices from leading industry minds on how to protect an organization’s reputation. As well as topics such as how to dodge a “crisis bullet, managing risks online, and how to regain the trust of journalists to improve your image post-crisis.

The event also includes, on its 2nd day, a crisis management workshop. Attendees can join a simulation, in which participants will use their skills and what they learnt, and work to implement the correct actions according to a crisis. It will also provide a practical operational framework for pre-emptive action planning.

The conference recently had its first run in Dubai, and is now on its way to Cairo. The conference is held within a series of events under the title “Let’s Talk,” which will also be held in Saudi Arabic and other Middle Eastern and European countries.

For more information, click here.

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Brand Management, Featured Stories, Public Relations

Protecting brand reputation in the MENA, are you doing it right?

As marketers, we always strive to communicate with consumers in different ways, specifically, in ways that they prefer. In fact,…

As marketers, we always strive to communicate with consumers in different ways, specifically, in ways that they prefer. In fact, marketing today is becoming increasingly consumer-driven and with the rise of social media marketing, brands can communicate directly with their customers to develop products that sell.

But that usually comes with a price tag attached to it.

This ease of communications is a double-edged sword. Today everyone with a smart phone is a journalist. Both governments and businesses need to maintain an open communication channel with their customers and exercise more transparency and openness.

The need for clear and effective crisis communication strategies has never been more critical to the survival and success of organizations and the protection of their corporate image.

Over the past few years, the Middle East region witnessed immense economic, social and geopolitical volatility affecting governments, businesses and individuals at all levels. Leaders’ ability to communicate effectively and handle crises has never been more important.


The topic of Crisis is one that is usually shied away from, yet it is of great importance to talk about. Crises are critical for any institution, company, country, even an individual. Although they are often associated with tension and insecurity, they are also an opportunity to build and improve.

From a leadership perspective, we always need to be prepared, as Crises do happen and succeeding in a crisis is not only about how professional an entity is in handling the crisis, but also how prepared it was to handle such a crisis before it happens. Reputations are built over a long time, and are a result of continuous and effective communication with stakeholders, excellence in customer service, and well prepared crisis planning.


A key question to ask ourselves: Are brands communicating effectively and are we doing Crisis Communications right in the Middle East region?

The Middle East region is a vast conglomerate of markets with different cultures, history and varying stages of market development. It is mostly mistaken that the all the markets in the Middle East are the same and that it’s a once size fits all when it comes to communicating or managing and protecting brands. Unfortunately, that is the illusion. Our region speaks the same language and may be culturally and historically close, but when it comes to doing business, each country is completely different and requires a different approach that suits the local market and audience.

For brands to communicate more effectively and navigate successfully through Crises, understanding the cultural differences, geo-politics, media, and public sentiment is a key enabler.

Our region has seen a significant increase in the number of crises across all industries. With the public sharing opinions and communicating over social media, managing brand reputations especially during crises has taken a whole new direction. A lot of organizations may ‘think’ that they are doing it right. It is an area that is constantly evolving, and hence the need to constantly be looking at updating and upgrading their practices and protocols.

As we move forward, Crisis communications needs to keep evolving in line with the changing environment. Effective communication has never been more important to protect a brand’s reputation and not just with external stakeholders but even more importantly with the internal audience – employees.

Employees are the organization’s most trusted and most reliable brand ambassadors and the biggest impactor on its reputation. Many organizations today still don’t appreciate the importance of the role of internal communications and may not realize the impact of not having an effective internal comms strategy in place.


If an organization doesn’t communicate, and effectively as well, with its employees it runs the risk of losing a lot more than just a reputation. It may lose the entire business. Well informed employees will deliver the right message to the external stakeholders and that in my opinion is the most effective way for a brand to communicate, even more specifically during a crisis.

Another key obstacle lies in the misalignment of communication channels within an organization, and its agency partner especially in times of Crisis. Communication is all about collaboration. Today, many clients still view the agency as an outsider and third party.

From a client perspective, many agencies are more concerned with bringing in more clients, and making more money rather than working closely with the client’s team to develop customized communication protocols that suit the needs and requirements of these clients. Unfortunately, there are still many agencies that work with the concept of a one-size fits all approach and focuses on selling ready-made solutions to their clients.

Some agencies position crisis communications as a product that they could monetize on through off-the-shelf modules or training, rather than a value-added service to the client.

Both clients and agencies need to shift their mindset around their relationship from one of ‘service-provider’ to one of partnership. Agencies need to be immersed in their clients’ business from day one as a partner that fully understands the client communication and business objectives as well work hand-in-hand to ensure that clients’ brands are communicated effectively and in a manner that preserves and protects its reputation.

Only then will the real benefit of a partnership be achieved. Only then can agencies really communicate, manage and protect their client’s brands and reputations effectively and efficiently. Reputations today need a lot more work to build and protect especially with the increasing digital transformation we are witnessing.

Today we are living in a digital era where we are swimming in a sea of stories, real and false news and truths and half-truths. The accessibility of social media, and its power in giving a voice to all stakeholders, on any topic and at any time, has made communication professionals jobs a lot more challenging.

The digital media landscape has brought with it a mass of data to the forefront. Brands today have a tougher job communicating their brand to their consumers. One may think that social media has made it easier to communicate, but that ease comes with a hefty price tag. Many clients are still struggling today to communicate effectively online and more importantly, protect their brand’s reputation on the digital platform.

Without the right processes and protocols to communicate effectively online, clients and agencies alike will suffer the consequences.

During a crisis, and today more than ever, communicators should be advising their leaders to go back to the core basics and more importantly adapt them to suit the digital landscape. They need to be truthful, authentic, prompt, brief and always accessible.

The news-cycle today moves at a much faster pace than before. And hence, the speed of collecting facts, and all ‘sides’ of the story are key to delivering a well-rounded story to the public. Brands need to realize that to communicate effectively with their stakeholders they need to be quick, efficient and deliver the right message at the right time.

Long gone are the days when consumers would have to wait for their voice to be heard and then wait for the response if any. Today they have their own social platforms where their voices are heard instantly and not just by the brands, but by other consumers and stakeholders who will react to it immediately.

There were times when business or media controlled the narrative. Today, it’s the public who controls the stories; they are not only a source of information but also demand information, they dictate the pace and hence they now control the narrative.

For more information on the conference and training, please visit the website:

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