Mawadda initiative was launched in 2019 by the Egyptian government to raise awareness among young people who are about to get married, and to provide them with the necessary expertise to start a family, maintain its entity, and resolve any potential conflicts.

The initiative targeted more than 1 million Egyptian youth between the ages of 18 and 25 years old. Almentor was assigned to develop the branding and interactive platform of the initiative, in addition to designing and producing detailed educational content. The initiative was promoted through intensive advertising and awareness campaigns on various media channels.

The training program was presented by a number of artists, media professionals, experts in marital relations and psychology, and clergymen. Dramatic scenes were added to it that served the cause, giving the content a distinctive character that attracted more than 4 million young men and women.

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