Egypt partners with CNN to advertise int'l partnerships for sustainable development stories

Ahram Online , Wednesday 20 Apr 2022

Egypt’s Ministry of International Cooperation launched in a press conference on Tuesday in Cairo a new global advertising campaign in partnership with CNN International Commercial (CNNIC) to highlight the country’s international partnerships for sustainable development.

Egyptian Cabinet)
A group photo of Egyptian ministers and officials of the CNN International Commercial attending the launching ceremony on Tuesday of a new global advertising campaign to highlight Egypt s international partnerships for sustainable development. (Photo courtesy of Egyptian Cabinet)


The event ewas attended by Minister of Transportation Kamel El-Wazir, Minister of Electricity and Renewable Energy Mohamed Shaker, and Minister of Environment Yasmine Fouad, with the ministers sharing several sustainable development projects conducted by their ministries.

The CNNIC — a recognised industry leader in international advertising sales — is responsible for the business operations of CNN’s properties outside of the US and all commercial activities for brands such as CNN International, CNN en Español, CNN Arabic, CNN Style, and CNN Business.

The campaign is set to illustrate the country’s collaboration with bilateral and multilateral development partners and international financial institutions to push an inclusive, digital, and green economy, said a statement released by the international cooperation ministry.

Under Egypt’s Global Partnerships Narrative, the campaign will focus on telling the country’s development stories across different sectors, including transitioning to renewable energy, advancing sustainable transportation networks, optimising the use of water resources, and supporting entrepreneurship and women’s economic empowerment.

CNNIC is set to produce a collection of fact-file films to be run on TV and digital platforms to demonstrate “the strength and diversity of projects in industries such as energy, STEM schools, transportation, and wastewater management.”

The campaign is meant to “show the positive effects [prevalent] throughout Egypt and how these initiatives led to international recognition that further advanced international partnerships and mobilised investment,” the statement added.

Targetting CNN International and CNN Arabic’s audiences across, the campaign will be adjacent to relevant TV shows such as ‘Agents of Change.’

It will also focus on women who are changing the world and innovate, covering the “exciting” start-ups that are finding solutions for health and wellbeing related issues.

During the press conference, Minister of International Cooperation Rania Al-Mashat expressed her enthusiasm for partnering with CNN, saying Egypt’s leadership is keen on fostering transparent and interactive engagement with all stakeholders to exchange experiences, build consensus, and ensure effective coordination.

The ministry’s partnership with CNN is “an important” opportunity to “showcase Egypt’s successful collaboration with development partners and international stakeholders through real-life examples and projects that have been fundamental in transforming people’s lives and stimulating social, economic, and environmental advancement,” Al-Mashat added.

“We are engaging for impact towards our common future,” she stressed.

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