Pathfinder Social Media

Pathfinder International is a global non-profit organisation working to expand access to sexual and reproductive health and rights. For its programmes in Egypt, we developed three connected Arabic awareness campaigns designed to start honest conversations within families and communities. The social and behaviour change campaign encouraged couples, parents and healthcare providers to plan the right family size together under the message “Our family’s future is our responsibility”. The youth campaign gave young people trusted information on reproductive health and raised awareness of the risks of early marriage, while the gender campaign marked International Women’s Day, Egyptian Women’s Day and the International Day of Zero Tolerance for FGM, highlighting the law and the community’s role in protecting girls. Each campaign has its own colour palette, green, teal and purple, held together by authentic, emotional photography, respectful storytelling and a shared visual system.