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DDB has launched a new CSR campaign under the name ‘Al Wakf Al Masry’ for Amer Group in January 2010. The main aim of the campaign is to create awareness that Amer donates one third of the Group's capital and profits to a charity institute that constructs hospitals, schools, etc… which means that the money that goes back to the country. Amer group has done this patriotic approach to encourage Egyptian business men to follow up on this nationalistic path to enhance and improve the Egyptian society.
One 50’’TV copy and one radio copy were produced. Print ads will follow to compliment the campaign. The campaign will be aired from January 12th till the 30th on Al Jazeera Sports during the CAN Matches and ETV during major talk shows and on Radio Nogoum FM and Aghany FM.
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