With the AFCON games officially at a close, there’s nothing like good sportsmanship and making lemonade out of lemons to soften the loss of the Egyptian National Team during the round of 16. Still in righteous spirits, Egyptians continued to attend the remainder of the games leading up to the final, which was fully at capacity.
However, with tens of thousands of people engulfing the stadium almost daily, you can imagine the overwhelming amount of waste those people can leave behind following every match. This is where Orange comes in. Not only was the Telecommunications giant the official sponsor of the tournament, magnifying them to a multi-national audience, but in an attempt to strike the iron while it’s hot, they used their platform to make an impact by introducing their “Games of Change” initiative.
“Games of Change” encourages game attendees to collect and recycle plastic waste, in exchange for phone credit and other rewards, at various checkpoints located around the stadium. The recycled product will then be used to build a football pitch in an underprivileged community in Qaliubiya, creating a win-win-win situation for all parties involved. This initiative has also been implemented within Orange’s corporate campus, encouraging its own employees to take part in give back. This is following their “Big Difference” Ramadan campaign, which inspired people to do small virtuous deeds for the greater good, and successfully raised money to build 7 schools in 6 different underprivileged locations.
The relevance of all this goes far beyond giving Orange the credit it deserves, and aims to not only emphasize the importance of recycling and being environmentally-friendly but also raises awareness to improve the society we live in. Orange led by example and I think other corporations should follow suit.
Egypt is full of opportunities for growth and there is tremendous room for improvement, so why aren’t companies utilizing their grandeur for the sustainable development of our country? With proper marketing strategies and directly targeted initiatives, Egypt is the perfect place for socially-charged and community-oriented efforts to thrive. Hopefully in the future we can see companies work to incorporate corporate social responsibility consistently as a part of their brand, as opposed to an added bonus that’s occasionally sprinkled in.
By Nada Sherdy – July 28th 2019