Germien Amer signs a book publishing contract for her new book

Head of corporate communications at the United Bank in Egypt, Germien Amer signed a publishing contract with “The Operation Writers” publishing house last week for her upcoming book “The power of social media influencers in light of the digital revolution”.

Last month, she had already finished the final touches to her new book, in preparation to display its Arabic and English copies at the 2023 “International Book Fair ”.

Ms. Amer underlined her new book’s fresh take on new social media influencers and the impact they have on this generation, especially through the ages of 16 to 21. This age group in particular reshapes our national conscience and follows the current and future media orientation plan for Egypt, the land of youth, where about 60% of the population are young people.

Subsequently, It’s necessary to enforce a systematic media strategy that combines the most influential media axes and channels for young people and adopts their energetic and innovative perspective to keep up with the digital revolution.

The book is divided into five chapters that begin with defining the concept of new media and the influential celebrities of our society in light of modern digital technologies, followed by showcasing three micro-celebrity influencers, who became role models in modern thinking.

In her book, Germien classified the influencers in her book into three categories based on her number of followers on social media sites and the extent of their ability to influence a large base of young people.

The book also outlines new electronic communication methods and identifies the five main characteristics of the influencer’s personality on social networking sites, in addition to the latest trends in content management to maximize positive reactions and their impact on young people, as well as promoting digital products and increasing the cultural acceptance of them, which achieves the highest sales.

The writer announced that her book will be available in print, as an e-book, and can be found as an audio book on “The Operation Writers” website as well.


The United Bank is Sponsor For Egypt’s First Heritage- Products

The United Bank sponsored the first Egyptian heritage- products show, to empower around 26 thousand women in 119 villages in Upper Egypt. The event was organized by El Nidaa and ENID “Egyptian Network for Integrated development”. That was in the framework of The United Bank’s strategy to empower Egyptian women socially and economically in different governorates, especially in Upper Egypt.

The mega event was held under the auspices of H. E Dr. Rania Al Mashat, Minister of International Cooperation in the presence of the UB staff, businessmen, and media figures.

The show has launched a new brand called Hoopoe developed by ENID/ EL Nidaa. That has a significant scale in 119 villages across 5 governorates in Upper Egypt: Qena, Luxor, El Minya, Sohag, and Fayoum. And have benefited around 26 thousand people.

The event included the first fashion show for the new brand Hoopoe, with around 30 designs. It also included a handicrafts exhibition demonstrating the skills of ENID/ EL Nidaa workshop beneficiaries. The purpose is to demonstrate the outcome of eleven years of successful interventions in the design, training, and marketing of products, all along with the utmost attention to the principles of fair trade.


Designing blossoms:

The first collection of Hoopoe is inspired by Ancient Egyptian motifs and Art Deco design. The star element is the lotus flower, which spreads open and close across day and night in the sense of light.


Developmental Purposes:

Through the launching of the Hoopoe brand, El Nidaa hopes to create a profitable brand that can support the continuation and expansion of El Nidaa handicraft workshops in Upper Egypt. Thus contributing to the socio-economic empowerment and poverty alleviation for women and youth in Upper Egypt.

Handicrafts are the second largest economic sector after agriculture in terms of the Egyptian number of workers.

Ashraf El Kady commented on this event, stating that the handicrafts sector comes as the second biggest economic sector after the agricultural sector, for the number of workers. He added that Egypt is the first in the middle east in the field of handicrafts. That contributed to creating a valuable heritage and a distinctive Egyptian cultural identity, different from other cultures in the region.

UB provides a package of microfinance solutions, that are suitable for this sector and are made to maximize the performance of trade, industrial, service, or handicrafts fields, with simple procedures. The client can get the fund- needed Through a network of 68 branches covering the Republic.


UB also provides several technical support programs to microfinance clients, through specialized training courses, in management, and marketing, raising the technical efficiency and banking qualification for the project, and entrepreneurship qualifying. In addition to a package of distinctive digital banking solutions, “Your Bank Online” that is accessible around 24/7, to provide clients with payment methods through mobile banking, internet banking, and digital wallet and ATMs. To save time, and effort, along with totally secured financial transactions.


It’s worth mentioning that ENID works under the umbrella of UNDP, together with its affiliate El Nidaa Foundation have been successful in promoting sustainable economic and social progress on a significant scale in 119 villages across the five governorates of Qena, Luxor, El Minya, Sohag and this year Fayoum. These interventions have benefited 25,828 women, men, and youth. ENID/El Nidaa looks forward to continuing this journey together to help improve the well-being of women and youth in Upper Egypt

The United Bank Launches 2nd workshop “Laky” Forum to Empower Women, Set the Fundamentals of New Republic

The United Bank “Laky” forum for women empowerment organized the second banking cultural workshop to empower women on social, economic, and banking levels. That’s to appreciate the Egyptian woman’s great role as a strong supporter to deepen the New State’s pillars.

The workshop included exploring the features of the “Laky” card, for women all over Egypt. The laky Forum provides women with the opportunity to enjoy a package of bank products, banking services, and digital banking services with high quality, that keeps pace with the latest international quality standards.

Laky offers a package of banking benefits for its members with opportunities for ongoing training programs for governance administration, and ideal methods to manage their financial and non-financial investments. The thing that reflects on raising technical efficiency and banking qualification. So, a Laky- member lady can manage her investments and money in the best way to get the highest revenue. As well as, qualifying the ladies to run their businesses under the umbrella of entrepreneurship and start-ups.

Women represent 48.5% of Egypt’s population as per the CAPMAS report in 2020. Women’s unemployment rate has reached 17.7%, which is a very low rate. Accordingly, the Egyptian society loses about 30% of its human power because of different obstacles.

Those obstacles which slow down Egyptian women’s employment process are due to culture and social heritage. Despite the huge efforts done by the state to economically empower women. The year 2018 was marked as the women’s year to support and qualify women. Besides, special advantages for women to finance SMEs. Accordingly, this mitigates the unemployment rate, boosts employability, and increases exports.  The bank offers facilitated finance services throughout 68 branches.

The United Bank also provides technical support programs to microfinance clients, through specialized training courses in business management. Besides, entrepreneurship qualification, and basics of best marketing practices.

As well as, a package of distinctive digital banking solutions, titled “Your Bank Online”, this service works 24/7, to provide customers with e-payment means: Mobile Banking, Internet Banking, UB Digital Wallet, and ATMs. In order to save time and effort. Besides, full safety in financial transactions.