To any country’s officials, it’s crucial to accurately know the number of citizens in each area and the data about them. This helps the government to improve the current and future infrastructure. In Egypt, however, when you run a national census awareness campaign, people are either afraid to give accurate data about themselves, or suspicious that their information might be used by the IRS.
Launching two awareness campaigns hammering on the emotional side called “مش مجرد رقم” and “تعدادنا مستقبلنا”
Focusing on seasonal campaigns -Ramadan Competition- to create virality
Using different content types (images, GIFs, videos) for maximum impact
Using multiple ad products such as: post engagement, video views, GDN, and page likes
Using multiple social and digital channels (Facebook, YouTube, Google)