How can the Power of Media be harnessed to build a better world? In addition to showing us all that's wrong in the world, can today's media be used to strengthen and empower the citizen sector, inspire the next generation of youth leaders, and accelerate the spread of environmental, economic and social best practices? This presentation will address these questions and take a look at "The Project" Egypt's first Reality TV Show about young business and social entrepreneurs, an "Edutainment" initiative launched by Bamyan Media.

1. Reality TV For
Social Change
A s i m H a n e e f ( 2 0 1 4 )
Egypt

2. 25%MENA Youth unemployment rate
according to UN/ILO compared to
global average of 13% and 10% for
South Asia
(via the Central Agency for Public Mobilization and
Statistics (CAPMAS)
75%of these are between 16-29
82%of those people hold a diploma or
university degree
Unemployment
In Egypt

3. Muhammad is 29-years old
holds a university degree, wants to
progress in his career and start a
family ...
but is struggling to find a job
“
”

4. El Mashrou3:
E G Y P T ’ S F I R S T - E V E R
Reality TV Show
About Business & Social Entrepreneurs

5. The First Reality TV Show about Entrepreneurship in Egypt
w w w . e l m a s h r o u 3 . t v
Millions of people impacted through nationwide Media Campaign and Digital Platform
1 Million
Engaged Social Media
Community
100+ Volunteers
Building empowerment
communities
17+ Governrates
Reached helping young
entrepreneurs
27 Million Views
Strong viewership
T h e P r o j e c t

6. Almost every country in the world has its version
of a pop idol contest;
What if Social
Entrepreneurs became
the popular heroes of
a new generation?

8. The Objectives of 'The Project' Reality TV Show
To harnesses the power of mass media to inspire a new generation of youth leaders and accelerate the spread of social
innovation.
!
Create a supportive culture of hope, heroism, and pride in business creation
!
Connect people on and off screen, to the practical resources that can turn their socially responsible business ideas into a
reality.
!
Highlight the success of young Egyptian entrepreneurs nationwide from diverse backgrounds who have succeeded in
overcoming barriers to create jobs for themselves and others.
!
Contribute to the creation of dignified jobs for the young and marginalized.
!
Teach the practical steps required to launch a business to millions of people
!
Showcase the value and importance of role models and mentors
!
Improve the teaching of entrepreneurship in schools and universities
!
Provide a positive, empathetic and encouraging story to millions of people watching at home so that they are not just
entertained but inspired to have their own dreams and realize their potential.

9. Can a TV Show perform the role of
Reaching millions
of people in countries
where the education system has
pretty much broken down?

11. "My life before the show was all about dreams. During my early university years I realized I wanted to inspire and
spread hope amongst other women in Egypt and make them feel that they could do anything they wanted, but I
didn't quite know how or where to start. El Mashrou3 helped me believe I could turn my dreams into reality and
created an amazing state of support for me so that I could take risks, become financially independent and learn to
use the power of business and social entrepreneurship for good in society - My social business idea for tackling
Egypt's energy crisis by turning organic waste into renewable energy is now a real sustainable business with
investors, mentors and an amazing team behind me, and it was the show and support from the project that helped
me reach this stage - now, I'm no longer just trying to make some money and pay bills, I'm trying to achieve
something much greater than that - I'm trying to create a better Egypt." - Tina Boules (El Mashrou3 Season 1)
TINA BOULES:WINNER OF SEASON 1 OF EL MASHROU3 (THE PROJECT)

12. THANKYOUAsim Haneef
Executive Producer - Bamyan Media
ahaneef@bamyan.org
twitter: @asimhaneef
UK Number: 078866-42655
Egyptian number: 01018161833
w w w . b a m y a n . o r g