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CHL’s Family Health Slogan Debuts to Millions of Cairo Metro
Riders
 CHL’s family health campaign is gaining
momentum, and with the innovative transit advertising component
recently implemented by the State Information Services Center (SISC),
the campaign is moving full steam ahead. Metro riders at
downtown Cairo’s three busiest underground stations—Sadat,
Mubarak, and Attaba—can’t help but see the campaign slogan, “Sahetek…Sarwetek”
(Your Health…Your Wealth), on the stairs as they make their way
to and from trains.
The campaign slogan taps into a deeply held
cultural belief that health is a gift to be cherished, and
carries the empowering message that people can act to protect
their health and that of their families. The slogan “Sahatek…Sarwetek”
has been gaining recognition around the country as the campaign
rolls out, and features in TV spots airing on all eight local
and national TV stations as well as in special publicity and
“enter-educate” productions, including the TV variety show Al
Afdal (The Best) and theater plays presented to police
recruits. A calendar bearing the slogan was produced by SISC and
appeared as an insert in the recent edition of Caricature
Magazine, distributed by Al Akhbar. With the slogan’s appearance
on the steps of the underground stations, Cairo Metro riders are
now exposed to the same message they’re seeing elsewhere on TV
and in the press.
The Cairo Metro is viewed as the most
efficient mode of public transit in the city and transports 700
million passengers a year—a large amount of them students and
rush hour commuters. It normally carries between 2 and 2.5
million passengers daily, operating between the hours of 5:30am
and midnight with trains every 6 minutes on average, and an
affordable flat fare of 75 piasters. The main artery is made up
of just over 40 kilometers of track and 33 railway stations that
link the north and south suburbs. The Transit Authority uses
corporate sponsorship to help fund regular upkeep as well as
special projects like the extension of the main commuter artery
and a planned third line.
The SISC is one of several prominent
advertisers to have recognized the unique opportunity offered by
the Metro to promote their products and messages to millions of
Egyptians: recent campaigns spotted in the Metro include Coca
Cola, 7-Up, Tang, and Lion candy bar. The closed circuit Metro
TV station provides another opportunity to capture the attention
of an audience of millions, and is being utilized by the family
health campaign to air the TV spots. |
