The announcement came during a meeting between Dr. Ahmed El-Sobky, Chairman of the Authority, and Cem Tarak Yüksel, Unilever’s Regional President for North Africa, Levant, and Iraq.
The third phase will focus on governorates in the second
stage of Egypt's Universal Health Insurance System.
"We value our strategic partnership with Unilever,
which has spanned over four years," said Dr. El-Sobky. He noted the
success of the first phase, which reached more than two million citizens
directly and 18 million via digital platforms, with 68% of the beneficiaries
being children. The Authority aims to reach five million citizens with the
campaign's activities by 2026.
The upcoming phase will expand its target audience to
include youth in universities, teenagers, and families, in addition to
schoolchildren. It will also integrate awareness programs into primary
healthcare units to ensure lasting behavioral change. The campaign's core
objective is to reduce long-term treatment costs for dental diseases by
focusing on prevention.
According to El-Sobky, this new phase will rely on a
"before and after" evaluation methodology in schools to measure
changes in children's health behaviors, ensuring a measurable and sustainable
impact.
For his part, Cem Tarak Yüksel expressed pride in the
partnership, calling it a successful model of government-private sector
collaboration. He affirmed Unilever's commitment to continuing its support for
oral health in Egypt.
Yüksel stated that the campaign has become a global model for best practices in corporate social responsibility. The company aims to maximize the campaign’s social impact by 2026, in line with its regional strategic priorities. He added that Unilever plans to expand its advertising through traditional and digital media, as well as social media platforms, to reach a wider audience and ensure the campaign's positive impact is sustained.