In a significant step for Egypt’s media landscape, Sara Aziz, Founder and CEO of Safe Egypt, has been appointed to the Supreme Committee for assessing social and psychological impact of Egyptian drama and media. This decision, issued by Prime Minister Dr. Mostafa Madbouly, is based on a nomination by Dr. Maya Morsy, Minister of Social Solidarity. Chaired by Dr. Ahmed Fouad Hano, Egypt’s Minister of Culture, Aziz will be joining cultural leaders and media experts.
The committee’s second meeting focused on two key areas: the psychological and social effects of dramatic works and the future of Egyptian drama in the era of digital transformation and globalization. During this session, Aziz stressed the importance of understanding the evolving preferences of younger audiences and how they consume content in the digital age.
“Digital platforms provide a unique opportunity to reach a vast audience, but they also require an understanding of how viewers engage with content,” Aziz explained. “To create impactful media, it’s essential to conduct regular research that helps us stay connected to our audience’s needs and preferences, ensuring that the content we produce is meaningful and resonates with viewers.”
Aziz’s expertise has already proven invaluable in the production of sensitive content. She was consulted by the producers of the hit series “Lam Shamsiya”, where she oversaw the psychological well-being of child actor Ali, who played the role of Youssef. Aziz made sure that Ali, who was involved in emotionally charged scenes, was protected from any lasting psychological impact. She also provided training for the entire cast and crew on how to responsibly engage with child actors, especially in delicate scenes.
Sara Aziz’s work goes beyond individual projects. She advocates for a responsible approach to media production, prioritizing both the well-being of actors and the long-term effects of media on audience. As digital platforms continue to redefine how we consume content, Aziz’s insights into audience engagement, combined with her commitment to ethical media practices, make her a crucial figure in shaping the future of Egyptian media.
With her involvement, Sara Aziz is setting new standards for the industry, advocating for the creation of content that is not only entertaining but also socially responsible, ensuring that Egyptian drama maintains its positive influence on society.
