Evaluating the Impact and Analyzing Key Messages of

Mohamed, Fedaa; Mohamed, Abdelmonem; Abdallah, Manar Mohamed; Youssef, Mostafa; Francis, Sarah; Alam El Din, Doaa; Mohamed, Fayroz; Rafat, Haidy; Atef, Khaled; Kamal, Marina; Khalid, Rana; Fesial, Salma; Mostafa, Youmna

doi:10.21608/joa.2023.298564

Evaluating the Impact and Analyzing Key Messages of "Ethadar Lel Akhdar" Campaigns on Egyptian Youth's Awareness

Document Type : Original Article

Authors

¹  1Assistant Professor of Journalism, Faculty of Mass Communication, Ahram Canadian University

² 2Television and Radio Teaching Assistant, Faculty of Mass Communication, Ahram Canadian University

³ Advertising and PR Teaching Assistant, Faculty of Mass Communication, Ahram Canadian University

⁴ Visual Communication Teaching Assistant, Faculty of Mass Communication, Ahram Canadian University

⁵ Journalism Teaching Assistant, Faculty of Mass Communication, Ahram Canadian University

⁶ student

⁷ Student

10.21608/joa.2023.298564

Abstract

The Egyptian government adopted green marketing and utilized eco-friendly campaigns over the past couple of years to raise environmental awareness among Egyptian youth and guarantee the sustainability of natural resources. Consequently, the emerging type of marketing has influenced the thoughts and behaviors of Egyptian youth and drew attention to the importance of examining the impact of such campaigns on shaping youth awareness. In the light of the most recent presidential campaign led by the Egyptian Ministry of Environment, “Ethadar Lel Akhdar,” this study conducts a 3-year content analysis on the videos of the campaign to identify its key messages, main themes, persuasive strategies, presentation techniques, and tone. To examine the extent of the reach of the campaign to its target audience, the demographics of the youth groups who are affected most by the campaign, its impact on them, the variety of their awareness levels as well as the behavioral influence in correlation with the campaign’s information provision, the study used a quantitative survey applied to Egyptian youth respondents aged between 16 to 40 years old. The analysis of the campaign content revealed that it aimed to promote environmentally friendly actions through adopting emotionally and logically persuasive strategies as well as the action-taking-urgency tone. The survey findings have shown that most respondents watched the campaign. However, their degree of response varied between passive knowledge of the existing problems that dominated respondents’ entries and the beginning of taking environmental conservation actions. In contrast, less than half of the respondents started taking active actions to change their behaviours in a way that saves the environment. The study concluded that the campaign managed to achieve its objectives, as deduced from the content analysis, in light of the gained knowledge and initial action-taking reported by survey respondents.

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