|
||
|
|
|
FOR IMMEDIATE RELEASE TV spots reach audiences nationwide during RamadanHigh-level recognition of the importance and impact of the State Information Services (SIS) family planning/reproductive health campaign now airing on television has led the Minister of Information to take the unprecedented step of directing Egypt TV to continue the SIS campaign through Ramadan, a period when public service spots are taken off the air to make room for special programming and premium-rate commercials. The campaign targets youth with messages about pre-marital check ups, importance of child spacing, the equal value of boy and girl children and the need for continuing attention to reproductive health after marriage. Five of the ten spots promote Gold Star Clinics as providers of these services for young people. The spots will be seen 10 times daily and will be carried on all 8 TV channels. Because viewership is at its highest during Ramadan, penetration of campaign messages will increase significantly. Commercial rates for airtime greatly increase during Ramadan. By airing the spots for free during this time, SIS reports an equivalent cash value of almost LE11 million (US$ 3 million) in cost leveraging. For more information contact: Jennifer Knox at Johns Hopkins Center for Communication Programs, 111 Market Place, Suite 310, Baltimore, Maryland 21202, USA. Tel: 410 659-6149; Fax: 410 659-6266; e-mail press@jhuccp.org. |
|
|
© 2005 The Johns Hopkins University. All rights reserved.