Magdi Yacoub Foundation

Children played on the heartstrings of Egypt in this Magdy Yacoub Foundation campaign using the song ‘The Key to my Heart’, as they sang the classic Farid El Atrash hit in a hospital, while using the usually intimidating hospital equipment as toys and games. The campaign broke barriers with audiences used to seeing footage of ill children with pleas for donations and brought the hospital under a positive and supportive light. Viral success hit the campaign as it was featured in newspapers and on social media, reaching 5 million organic views in one month.