Ahl Masr Foundation and its Ahl Masr Burn Hospital have partnered with Express to raise public awareness of burn prevention, proper first aid and the importance of early medical intervention, through a campaign across the Cairo Metro network.
The co-operation protocol was signed by Iman Sherif, chief executive of Ahl Masr Foundation, and Mohamed Tawfik, chief executive of Express, in the presence of representatives from both sides.
Dr Heba El-Sewedy, founder and chairperson of Ahl Masr Foundation and Ahl Masr Burn Hospital, said the partnership would help deliver awareness messages to a wider segment of the public. She stressed that prevention and early intervention were key to reducing complications from burn injuries.
Engy El-Sabban, chairperson of Express, said the company was committed to using its advertising capabilities to support issues that affect people’s lives. She added that the metro network provided an effective platform for reaching citizens in their daily lives and creating a tangible community impact.
Ms Sherif said expanding awareness channels was a key part of the foundation’s efforts, adding that the initiative would also highlight Ahl Masr’s role in treating and supporting burn survivors and their families.
Mr Tawfik said the metro network’s extensive reach offered an opportunity to connect with millions of commuters. He described the cooperation as an example of using advertising and mass-communication expertise to support an important humanitarian cause.
Under the agreement, Express will allocate advertising space across the metro network to Ahl Masr Foundation and Ahl Masr Burn Hospital for the campaign.
