Making the Bible ‘a familiar sight’ in Egypt
CAIRO, Egypt — As in almost every other country across the world, advertising has become a familiar part of everyday life in Egypt. In a bustling city like Cairo, nobody can go about their daily business for very long without encountering advertising in some form, be it on a billboard, on television or radio or in a newspaper.
The Bible Society of Egypt recognised some time ago that the pervasive presence of advertising in people’s lives could be exploited to raise public awareness of the Bible. Indeed, General Secretary Ramez Atallah views advertising as offering “fantastic opportunities … to make the Bible a familiar sight and product.” Explore Through initiatives such as billboards (see World Report 363/28 and 373/13) and newspaper and television advertisements, the Bible Society has already ensured that the Bible has achieved “unparalleled visibility through the media,” Mr Atallah believes. However, the Society is continuing to explore new opportunities for bringing the Bible into the heart of society. One exciting new development has been the placing of advertisements on the televised advertising system used in the underground railway system in Cairo. This has allowed commuters passing through 16 stations to be reached with four different advertisements running for 16 hours a day. Refreshments Bringing the Bible to the attention of travellers was also the motivation behind a second advertising initiative, this time aimed at people using inter-city bus routes. In this case, printed advertisements appear on the menus, so alongside coffee, tea, fruit juice and other refreshments, travellers can order a Bible which will be delivered via the Society’s popular free home delivery service. The Bible Society is also determined to build on the success of an existing initiative, the placing of billboards in busy locations. It is soon to run six new billboard advertisements which, for the first time, use the word ‘Gospel’. While using techniques from the world of advertising has become a key element of the Society’s work, it also recognises that working with the Churches remains an important strategy. This is particularly the case as the Middle East celebrates the Year of the Bible (see Latest News #265). The Society has developed new products designed to equip the Churches for their mission and to encourage all Christians to regard themselves as the Society’s partners, rather than simply customers. Mr Atallah emphasises, “We are saying to the Churches, ‘This is your Year of the Bible. How will you participate?’” (WR 384/6 - 3.04)
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