HERO — ONE PHOTOGRAPH FROM THE MOVEMENT

#ThisIsEgypt

2012 – 2018
2012
A hashtag

Started on Instagram as a way to tag what Egypt actually looked like from the ground, outside the postcard frame.

2015 – 2018
A national campaign

Adopted as Egypt's national tourism campaign, carrying the same photographer-first framing into official use.

Reach
Press and offspring

Sustained press coverage in Egypt and abroad, and the sister hashtag #RoamEgypt.

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Campaign press
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