Graduation Final Presentation Part 2
Hanna Ahmed Mohamed Mohamed Dreese
Created on June 17, 2022
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Transcript
ENWANAK EH
Organizer
Analyst
Executive
Manager
Crisis Team manager
Researcher 1
Nouran Hossam
Hannah Ahmed
Abdullah Atwa
Christine Magdy
Karen Sherif
Mary Ashraf
CHARacTERS
Analyst
Analyst
Strategist
Researcher 2
Operation Manager
Producer
Gehad Amin
Youmna Ahmed
Nardine Nader
Mariam Magdy
Nouran Hussein
Katreen Safwat
CHARACTERS
URGENT MEETING
t
r
e
e
t
S
s
Loading ...
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PAST NAMING STIMULUS
The system and stimulus behind street naming in Europe in the middle ages was "descriptive" For example: "Bakery Street" and "Street by the Church“.
That was until the end of the eighteenth centurywhen a new dorm of naming was adopted known as "Commomeration".This Commomerative stimulus entails naming places after persons, events and ideas.".
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SOCIOCULTURAL INDICATORS
A recent study was conducted to examine streets in the cities of Paris, Vienna, London and NewYork, revealed that street names reflect the extent to which a society is gender biased, individualist or collectivist, high / low power distance, professions that are considered elite and influence of foreign figures
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Historical names and political influence
"Naming streets is linked to power". Governments use street names as a strategy sometimes to deliver a message, promote historical events over others and, in doing so, shapes national identity.
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BIOCULTURAL DIVERSITY
Heritage also involves aspects of the natural environment, that contributes to the sense of place and identity. For example: River street and park road.
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PROCESS OF NAMING STREETS
Egypt was one of the first African countries in the region to adopt the street naming system.
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PROCESS OF NAMING STREETS
Street names entered a new phase with the entry of the founder of the Tulunid State into Egypt, where he built a new capital (Al-Qata’a), and each area was named after the oldest figure who lived in it.
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PROCESS OF NAMING STREETS
Egypt did not know the names of the streets until the era of Muhammad Ali Pasha, who issued a decree to update the names of the streets, and to put a sign at the front of each street bearing its name.
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PROCESS OF NAMING STREETS
Today the naming process begins with submitting a proposal to the governorate from any government agency, citizens, history professors, and the families of the martyrs to name new streets, or to change some street names that have no meaning or improper meanings, or to name the streets in which they lived.
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PREVIOUS CAMPAIGNS
This campaign aims to highlight the stories of stories in Egypt and the reasons for their naming, as well as introducing the prominent figures in various fields whose names were given to some streets in Cairo, Giza and Alexandria, so as to restore the the historical memory of Egypt
This is implemented by placing street nameplate (in size 70 x 50, and fixed on a pillar of 300 cm in length) with the street name, a brief about the political or historical person whose name is lent to the street, in both Arabic and English languages and without exceeding 25 words. In just two years, the project was able to cover 110 streets
Street Names Types
Food
El Zaytoon
It is one of the neighborhoods in Cairo that was famous for its olive cultivation, before the 1952 revolution, so it deserved to bear the name of the most famous of its cultivation, which disappeared after the agrarian reform law.
Al Fagala
It was given this name in relation to the radish farmers who inhabited that area, and it was inhabited by foreigners due to its proximity to the Misr station
Animals
Berket El Feel
Its story goes back to the era of the pharaohs, where a number of elephants lived in it, and the people of the surrounding areas used to worship them, and when the land was dry, they prayed to it and asked for water to come down
Tal Al Aqarib
The secret of its name is due to the fact that this area was a mountainous area containing thousands of scorpions and snakes, so it was called Tal al-Aqarib
Street Names Types
Strange
Darb El Mahabeel
This area was called by this name as a result of the presence of some booza shops ( a local or Egyptian popular drink that is prepared by fermenting barley), which was accepted by the people of the area, which made them drunk most of the time
Hosh El Ghagar
This area is located behind the wall of the river of El-Ayoun in a semi-submerged place. For this reason, some gypsy tribes that were expelled from Upper Egypt used to flee to Cairo, trying to disappear for a while
Famous Landmark
Al Qasr Al Ainy
This street was named Al-Qasr Al-Ainy in reference to the presence of one of the old palaces owned by "Al-Ainy Pasha", which was later converted into a hospital to be the oldest medical school in Egypt
Street Names Types
Old Crafts
Al Mogharbleen
The sifter, was inhabited by the perfumers who always sifted their perfume until it was free of impurities, so it was called the sorrel
Foreign names
Al Khayameen
As for the tent, it was inhabited by the tent makers, and the camp was also called by this name because its inhabitants were famous for making the tent and selling it to the bartenders
Joseph Tito
Waterers’ lane: The waterers who supplied water to the homes of Egypt were a category that spread throughout the country until water entered the homes in the twentieth century
Saint Fatima
Waterers’ lane: The waterers who supplied water to the homes of Egypt were a category that spread throughout the country until water entered the homes in the twentieth century
Markets
Souq El ASr
It is a small market that displays its goods between the midday prayers, hence the name Souk Al Asr
Characters
Ruler
Martyr
Scholar
Writer
Athlete Champion
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STREET NAMES CHANGE FOR 3 REASONS
Inappropriate namesAppreciation of another public figureHarmful historical figuresThe expert added a new reason for changing street names, which is the language barrier, "Beau de lac du Caire", which was changed into "Boulaq el Dacror"
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PROCESS OF NAMING STREETS
After Muhammed Ali's era, Pashas, kings and central authorities were capable to set or change street names. By that, they would be more likely to be memorized in the minds of society.
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PROCESS OF NAMING STREETS
People of influence use street names to make their names immortalized in history and to be memorized and known through the different generations.
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PROCESS OF NAMING STREETS
For example, Abd el Rahim Pasha Sabry, one of the ministers of Egypt named a street after his daughter "Nawal", who died when she was six years old.
شارع
نوال
methodology
methodology
Quantitative
qualitative
Survey: 1050 questions
- The majority of the respondents belonged to the Age Category: 18-24
- Gender: Females 68% - Males 32%
- Social Class: B and C class
- Cairo residents
methodology
Quantitative
qualitative
Focus Groups profile: 5 Groups
- Gender: Males and Females
- Age: 18-24 25-34
- Class: B and C
- Profile: Between University students and young adults
- Geographic: Cairo and Giza
In depth interviews: Dr. Mohammed Abu-El Ftouh El Dahshory (Researcher in the history of civilization) Dr. Ateya El Qousy (Professor of Islamic history in Cairo University)
Finding your target audience
We found your target audience
Demographics
Age: 16-24 25-40 Social Class: B and C Class Profile: University students and workers
Psychographics
Showing off they have information and knowledge
Behavior
- Sometimes use public transportation
- Go to university / work daily
- Motivated to have knowledge
- Want to be entertained
- Use mobile phones daily
- Active on social media
Secondary TA
Influencers, celebrities and admins of Facebook groups that are related to travelling and exploring
Accept
70%
of the audience don't know the stories behind their street names
43% رئيس الحي بيختار
35% معنديش فكرة
15% الناس اللي ساكنين فيه بيختاروا
7% عشوائي
43%
Only 43% know how streets are named correctly
96%
believe that street names are importantWhen we asked them in the FGD about the reason, some of them said that without street names they would get lost
40%
40 % sometimes read metro adsWhen asked in the FGD, they said that they have no time to read metro ads, so they don't read them
71% Entertainment
29% Education
71%
Use social media for "Entertainment"
61%
Chose Facebook as the social media channel they use the most
28% Visual Learners
5% Auditory Learners
67% Both
28%
are visual learners, 5% are auditory learners, and 67% are bothTherefore, we will produce messages that satisfy both learners
70%
Voted for "El Da7ee7" (Ahmed El Ghandour) as their favorite and most credible influencer
analysis
- Know why streets are named the way they are
- Entertainment
- Education and general knwoledge
- To share that knwoledge with people who don't know
- To link the street names with their stories in their minds
analysis
- They would be more connected to a street by knowing its story
- Although, the majority of our audience are residents of new areas, however, they expressed their preference to learn about stories behind old street names
- They also expressed their eagerness to learn the stories behind strange street names in specific
- Audience find the topic interesting and believe it can add to their general knowledge
- The majority don't like historical stories that are told in a boring way
- 70% of the audiences aren't aware with the significance of knowing stories behind street names
Conclusion
- Street names have 8 different types
- The process of naming streets isn't spontaneous, as it requires much research, procedures, acceptance from both officials and residents of the streets
- Street names represent a crucial part of a country's cultural identity and history
Conclusion
"We have to save our future from being ambiguous and forgotten. Our turn has come to influence our audiences with education that is wrapped with entertainment. Because knowing our past, makes us live our present and shape our future"
Need for the campaign
Enwanak Eh is an edutainment campaign that raises awareness about the importance of street names as carriers of history and cultural heritage. We aim to tackle our audience's curiosity and add to their knowledge by providing them with interesting stories behind street names, their types and the process of naming
campaign aim
LOGO
NAME
SLOGAN
s
Good research base about our target audience
People are curious about our campaign
Majority of people don't know the main street names
s
s
Target audience want ot be entertained more than educated
Target audience are less interested to know the historical characters
It's hard to reach reliable resources, specially regarding strange street names
W
People pay more attention on the navigation
s
Target audience use social media daily
People are now focused on streets due to recent events
Similar previous campaigns can be used as references
o
The country's authorities focus their efforts on restoring the Egyptian cultural identity
Incorporeal sponsorship advantage from national organizations
s
Many streets names have been recently changed
Some streets don't have name signs
Some are unnamed streets
t
many streets are marked with numbers
HEADING TO THE STREET
Build the knowledge for 60 % of our audience about streets names stories through a six months edutainment campaign
PRIMARY OBJECTIVE
- Informing the audiences about the background stories of street names
- Build awareness about the types of street names
- Inform the audiences about the process of street naming
- Build the curiosity of our audience about the interesting stories and cultural backgrounds behind street names
SECONDARY OBJECTIVES
STRATEGY
We will be using the flat approach during the 6 months of the campaign (depending on seasons and events to achieve our objective
Approach: Flat
PR and Adertising Ratio
80% PR : 20% Advertising
PHASE 1
To rasie awareness about streets names stories. To inform our audience about who we are and the reason why we launched our campaign
RAISE AWARENESS
PHASE 2
We will discuss: Stories of and motives behind naming streets, Types of street names and the naming process.
BUILDING KNOWLEDGE
PHASE 3
The audience will engage with us through user-generated content by telling us their street names and finding out the stories behind them, or shooting a video of their street and we can post it on our pages
ENGAGEMENT
HEADED TO THE METRO
MATRIX
Objective: Build the knowledge for 60% of our audience about stories behind street names through a six months campaign Message: تقدر تتسلى و تستفيد في نفس الوقت
OBJECTIVE Inform the audience about the background stories of street names Message هتعرف قصص لأنواع أسماء الشوارع المختلفة
OBJECTIVE Build awareness about the types of street names Message في أنواع مختلفة من أسماء الشوارع أسماء شخصيات أسماء أسواق أسماء أكلات أسماء حيوانات أسماء حرف أسماء أشهر مبنى أسماء أجنبية أسماء غريبة
Objective: Inform the audiences about the process of street naming Message:
- عملية تسمية الشوارع بتبدأ بتقديم طلب للحكومة
- اللجنة التنفيذية للمحافظة هي المسئولة عن تسمية الشوارع
- اللجنة التنفيذية بتتكون من عدد كبير من الأشخاص زي سكرتير عام المحافظة
- الشوارع ممكن تتسمى على اسم أول أو أشهر شخص عاش فيها
- الشوارع ممكن تتسمى على اسم أشهر مبنى فيها
OBJECTIVE Build the curiosity of our audiences about the interesting stories and the cultural backgrounds behind street names Message
- الشوارع مينفعش تتسمى على اسم شخص أجنبي الا لو عمل شئ عظيم
- اسم الشارع بيكون واحد بس في المدينة
- الأسماء القديمة للشوارع لازم تتكتب تحت الأسم الجديد مع كلمة سابقا"
- أسماء الشوارع بتعرفنا الهوية الحضارية و تاريخ البلد
- أسماء الشوارع بتخلد ذكرى شخصيات مؤثرة
- أسماء الشوارع ممكن تعرفنا الأعراف و مستوى المعيشة
Timeline
Raising Awareness
Objectives
Tools and Tactics
Building Knowledge
Objectives
Tools and Tactics
Engagement
3 Months (June, July, August)
Objectives
User-Generated Content
Tools and Tactics
Social Media, Application, Games, Initiatives, Road Trips, Media Appearances
Raising Awareness
1 Month (March)
Objectives
Raise awareness about street names' stories, inform and impress our target audience
Tools and Tactics
Social Media
Raising Awareness
Objectives
Tools and Tactics
Building Knowledge
2 Months (April and May)
Objectives
Achieve the message "تقدر تتسلى و تستفيد في نفس الوقت"
Tools and Tactics
Social Media, Events, Guerilla Marketing, TV Shows, Competitions, Donations, Series
Raising Awareness
Objectives
Tools and Tactics
Building Knowledge
Objectives
Tools and Tactics
Engagement
3 Months (June, July, August)
Objectives
User-Generated Content
Tools and Tactics
Social Media, Application, Games, Initiatives, Road Trips, Media Appearances
Production
sdgs
The campaign covers two goals of sustainable development goals: quality of educationgood work and economic growth
kpis
At the end of the first month we didn’t expect a lot especially without any events done yet So we was expected to get 1500 reach at Facebook and 200 views And on instagram 500 reach and 100 views But we reached 4425 an got 900 views on FacebookAnd reached 1112 and got 527 views on instagram
As it was Ramadan and there is a lot on TV to watch we didn't expect a lot engagement from people so our target was to keep the reach as it is but SURPRISINGLY We got 5,540 reach and the engagement with the Fawazeer was upon our expectations on both facebook and Instagram
In the Second Month
We made the ad of the program sponsored wishing to reach 20K views But UNEXPECTEDLY it got 38.5K Views on Facebook!
In May we started launching our program Enwanak Eh
On instagram we wanted to get views through influencers as we wanted from 1 to 2 influencers (at most) to mention the program on instagram wishing to get 10K views, but after we mentioned by 5 influencers it reached 25K views and 33,902 reached
We were expected to be mentioned in one magazine, one newspaper and appear in one TV program But we were mentioned in one magazine, one Facebook page and 2 newspapers (El Ahram & El Akhbar) And we appeared in FOUR TV programs !And the fifth will be today It was an honor to show up and talk about our campaign in front of millions of Egyptians not just our people in campus, not just our target audience, but EVERYONE in our country!
Media Mentions