Government’s initiative “Two is enough” on the billboards
Egypt’s Ministry of Social Solidarity, in collaboration with UNFPA, has launched an OOH campaign as part of their edification initiative “Two Is Enough”.
Aimed at spreading awareness of the importance of birth control among the Egyptian population, the campaign uses forceful visuals and straightforward ad copy, asking viewers “What’s better? To divide it by 5 or to divide it by 2?”. Images of broken bank notes and shared beds alternate on the billboards to emphasize the copy.
The campaign started at the beginning of October and uses large uni-poles and gates on selected locations across Greater Cairo.