In the realm of scientific and health advancement, medical research is essential to enhancing the health status of any country’s citizens. However, scarcely are illnesses which plague societies and their cohesion given as much attention. Tangled in the demanding routine of the modern urban life, and numbed by the urge to mind one’s business, apathy is among Egypt’s most prevailing illnesses which contribute greatly to increasing fragmentation and widening gap between people. To highlight the decaying societal bonds in Egypt and encourage citizens to adopt a more proactive stance towards offering a helping hand or deterring harm, Etisalat Egypt, one of Egypt’s leading telecommunication companies, launched its ‘Camera on the Street’ campaign in July 2014. Similar to many Egyptian corporate entities which focus their CSR activities in the holy month of Ramadan (the month during which Muslims fast from dawn till sunset), Etisalat Egypt took its experiment to the streets of Cairo where the team stage various scenarios that involve people being inflicted harm on, or others who need assistance. Searching for proactive citizens who turn their attention to those in need, the show’s camera unfortunately captures a lot more apathetic indifference meanwhile. Relaunching the campaign in…
See What Happens When Schoolboys Beat a Mentally Ill Homeless Man in Egypt
January 15, 2016
