TVET Awareness Campaign

In collaboration with Egypt's Ministry of Education and UNESCO, Sun Public Image led an awareness campaign for TE.2.0, Egypt's reformed technical and vocational education system. The campaign was designed to shift public perception, highlight the achievements of the new system, and generate wider visibility for a government initiative with significant national importance.

Working at the intersection of governmental relations and strategic communications, Sun Public Image helped translate policy progress into a public narrative, demonstrating the company's ability to operate with credibility and sensitivity on assignments that extend well beyond conventional marketing.

The campaign ran from 25 August 2025 to mid-January 2026 across Facebook, Instagram, and TikTok, returning 23,000 video views and 345 post likes. The figure worth reading twice is what sits behind it: there was no media buy. Every view was organic, earned by the content rather than bought for it, which for a public-sector awareness campaign is the difference between reach you can repeat and reach you have to keep paying for.

The work moved through the technical sectors one at a time, renewable energy, automotive, agriculture, textiles, and tourism, alongside a strand on female participation in technical education and a documentary carrying testimony from students and their parents. Reading the results back, video and animated posts consistently outperformed static ones, a finding that now shapes how the next campaign is planned.