mc Group is proud to announce the successful completion of a comprehensive communication campaign for the European Union Climate Dialogues (EUCDs) project, targeting the critical issue of water scarcity in the MENA region. The project was managed by our Core Management Team in Berlin and our network agencies in Cairo and Rabat. During the campaign, mc Group’s team worked closely with the EUCDs team, ensuring a smooth implementation of the campaign.

The campaign’s audiovisual communication strategy included the production of animated videos and audio clips, promoted through an online advertising campaign on platforms like YouTube. The content was designed to promote sustainable water use practices and empower younger generations as change agents.

A dedicated campaign website was also developed, serving as a central hub for resources, engagement activities, and competition entries. The site is accessible in English, Arabic, and French, to ensure that content could reach all segments of the target audiences..

In addition to digital communication, the campaign included billboards and radio stations. In both countries, out-of-home (OOH) advertisements were strategically placed in high-traffic locations and most popular stations were chosen for radio spots.

We collaborated with various Nongovernmental Organizations (NGOs) to reach key target audience segments with our campaign materials.  Initiatives such as the YouThinkGreen “Only Green Talks: Water Conversation Workshop” and the Youth Loves Egypt “Water Conservation Workshop” were highly successful in their mission to educate participants of various age ranges about climate change and water scarcity, introducing them to new water terminologies.

These workshops served as a catalyst for raising awareness, empowering individuals to act, and laying the foundation for future collaborations in the journey towards sustainable water management.

We are thrilled with the results of this campaign, which not only met but exceeded expectations, setting a strong foundation for future European Union Climate Dialogues initiatives in the region.

For more information about this project, please visit our dedicated campaign website.