As part of its campaign to support women and mothers, the food supplier Juhayna has launched a new donation campaign to coincide with International Women’s Day as well as Mothers’ Day. The campaign comes as an initiative to encourage private entities to further support the public sector with constructive campaigns and projects that seek to solve the community’s primary problems through donations and awareness.
The company also aims to shed light on the importance of maintaining donating initiatives outside its high-season: the holy month of Ramadan. Therefore, Juhayna announced that it would donate 1.5% of its sales generated in March to Baheya hospital, which specialises in treating cancer in women free of charge.
“We, in Juhayna, are keen to support the mothers of Egypt, for the crucial and diverse roles they take on in our lives, by delivering high quality products and launching innovative marketing campaigns such as ‘We Support the Mothers of Egypt’ campaign, which also includes the current cooperation between Juhayna and Baheya hospital for free cancer treatment for women,” said Mohamed Hammad, marketing manager of the dairy division at Juhayna.
The campaign encourages social-media users to share pictures of themselves along with their mothers to further spread awareness and gather extra donations. Meanwhile, the company has also announced a deal with Uber whereby the transport company will transport mothers of those who post online to Baheya hospital for a free check-up. Many users posted their submissions along with the campaign’s hashtags: “Save a Mother’s Embrace” and “We Support the Mothers of Egypt”.
“We Support the Mothers of Egypt” is an ongoing campaign that includes TV and radio ads as well as street billboards, which praise a mothers’ role in supporting their families emotionally, intellectually, and financially. The campaign also focuses on generating awareness through online and on-the-ground activities that engage women from different age ranges and segments of society.
Baheya hospital is the country’s largest hospital specialised in treating women with cancer that provides services free of charge. Juhayna is keen to spread general awareness and highlight the importance of early and regular check-ups. The entity was established in the home of Baheya Othman, a woman who suffered from cancer at the end of her life. Accordingly, her family established the hospital to provide services to underprivileged patients.