Purpose Awards EMEA 2021: Public Sector - Best Equality & Inclusion Cause Campaign

WINNER: Ta3limy Platform: Your Gateway to a Bright Future, Vodafone Egypt.

Purpose Awards EMEA 2021: Public Sector - Best Equality & Inclusion Cause Campaign

Vodafone Egypt Foundation, the first telecom foundation in Egypt, focuses its efforts on
education and inclusion. Ta3limy, created by the foundation in 2018, is the first zero rated,
mobile first education platform to advocate for the usage of online learning for Egyptian
students, parents and teachers, reimagining the way they consume education through
technology.

This platform became more important than ever before for the underprivileged once the
pandemic hit, creating a disruption in the educational process. In the summer of 2020,
Ta3limy launched a communications campaign in partnership with Samsung Electronics
Egypt targeting students aged 5-16 years old to read as many Arabic books as they can and
take STEM courses on Ta3limy.

The summer campaign resulted in 12,000 registered users on Ta3limy with 43 million
impressions on social media. When children went back to school, the Foundation partnered
with content provider Nahdet Misr for Printing & Publishing, to integrate the national
curriculum content. A communications campaign kicked off in December 2020 as part of the
Back to School campaign, with the objective to encourage underprivileged students to
have access to Ta3limy's interactive videos, summaries and question banks for free and
without taking from their internet bundle.

The platform provided the opportunity for underprivileged children in Egypt to have access to
high-quality educational resources for free. The summer and back to school social media
campaigns recorded 88 million social media impressions including traffic, conversion and
awareness, reaching more than half a million households in Egypt.

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