1. Anti-Poverty television campaigns in Egypt: A worthless Solution for an unsolvable problem By Noha Adel Mohamed lecturer Department of communication Menofia University, Egypt Noha.adel50@art.menofia.edu.eg

2. Outline The purpose of the paper Background Theoretical framework Methodology Results Conclusion

3. The main purpose of the paper recognizing how the Egyptian anti-poverty campaigns addressing the poverty problem, and assessing the potential effects of anti-poverty campaigns on people's attitudes towards poverty problem and whether they are involved in poverty alleviation in Egypt. In order to achieve this purpose, the paper discusses three main points: 1.the role of anti-poverty awareness campaign in raising audience awareness of the poverty problem, 2.the youth attitudes toward anti-poverty awareness campaign, and 3.the effect of the anti-poverty awareness campaigns on youth attitudes toward poverty

4. Background : 1- Awareness campaigns in Developed countries: environment pollution, child labour, autism and taking care of the elderly Environment pollution Child labor Autism Taking care of the elderly

5. 2- Awareness campaigns in Developing countries: birth control, sexual harassment, drugs, and poverty. Birth Control Sexual harassment Drugs Poverty

6. Theoretical framework: Social marketing theory Social marketing is defined as a "process that applies marketing principles and techniques to create, communicate, and deliver value to influence the target audience behavior which benefits society in (public health, safety, the environment and communities) as well as the target audience" (Kolter & lee, 2008, p. 7). Social marketing concentrates on behavior change and audience attitudes (Andreasen,1994, P.110). According to (Fourie & Fronema, 2009, p. 257; Araya, Crenshaw & Joyner, 2018, p. 15) social marketing campaign should have four components: 1-product :is the benefit of obtained from behavior change, and goods /services used for promotions. 2-price: is the expenses used to produce campaigns. 3-place: is the target audience will receive the desired message. 4-promotion :is the persuasive communication which aim to affect the audience.

8. Results Qualitative analysis Poor campaigns for combating poverty All of the messages of Masr Al-kheir campaign focused only on collecting donations for supporting poor people, and none of them suggested creative or sustainable solutions for poverty. Additionally, Masr Al-kheir mostly used emotional appeals in presenting their messages to stimulate social solidarity toward poor people.

9. Quantitative analysis The results showed that the most of respondents were interested in watching Masr Al-kheir campaign. As shown in this figure about 46% from all of respondents interested to some extent in watching masr-alkheir campaign, and these findings might be considered an indicator for the contribution of this campaign in raising the audience awareness about the risks of the poverty problem and its negative effects on the development of society.

10. Audience attitudes toward poverty and Masr-Al-kheir campaign The results indicated that neutral audience attitudes toward Masr Al-kheir campaign came in the first place of results (As shown in this figure), and this result refers to the importance of Masr Al-kheir campaign in addressing poverty problem. Besides that, the results of youth attitudes toward poverty problem revealed that increasing the positive audience attitudes toward poverty and there were no negative attitudes toward the problem (as shown in the chart).

11. Conclusion The Egyptian anti-poverty campaigns failed to address the poverty problem efficiently and effecting on people’s attitudes toward anti-poverty campaigns, the poverty problem itself. The reasons of this failure can be ascribed to many reasons such as: the massiveness of poverty problem in Egypt that has become out of control; the difficulty to convince dissatisfying people by using unconvincing messages; and the lack of an obvious strategy of the government to fight poverty.