Waai Program, part of the Takaful and Karama Cash Transfer Program (TKP), is making significant strides in Egypt. The Waai Program- meaning “awareness” in Arabic- was launched in 2020 as a behavioral awareness and change platform. This step is taken to combat harmful practices such as early marriage and promote women’s economic empowerment.
Waai campaign primarily targets poor communities, with a specific focus on beneficiaries of the Takaful and Karama Program, a social protection initiative. The Takaful program provides monthly conditional cash transfers to poor households with children under 18, while the Karama program offers unconditional cash transfers to elderly individuals, orphans, widows, and persons with disabilities. As of December 2023, the program has reached 4.67 million households, with 74% of cardholders being women.
The selection of social messages within the Waai Program was based on community dialogue and focus group discussions with Takaful and Karama beneficiaries. The program operates through a collective partnership between the government, the United Nations Development Programme (UNDP), and various donors, including the UK, EU, and the GIZ. It is closely integrated with Takaful and Karama, as well as other cash-plus interventions supported by the World Bank.
The Ministry of Social Solidarity plays a crucial role in coordinating and implementing the integrated approach of Takaful and Karama, linking beneficiaries to existing social programs and designing interventions to improve various aspects of citizens’ lives. The TKP and Waai programs provide a platform for effective beneficiary identification and engagement. Waai’s awareness-raising efforts complement the health and education conditions of Takaful transfers, emphasizing the importance of regular health check-ups and continuous education for children.
To ensure the effective delivery of awareness messages, the Waai Program employs a diverse communication and outreach plan. Each social message campaign has a simple and catchy slogan, often phrased in local dialects and idioms to capture the attention of the target audience. The program leverages the efforts of over 15,000 social and community workers, including both men and women, who act as agents of change. Volunteers from NGOs play a crucial role in direct communication with beneficiaries through house visits and seminars.
World Bank Group’s 2023-2027 Egypt Country Partnership Framework (CPF) places a strong emphasis on women’s empowerment as a key driver of social and economic development. The CPF aims to enhance human capital outcomes, improve health and education services, and strengthen social protection programs. Through initiatives like Takaful and Karama, as well as analytical studies on human development and social norms, the World Bank remains dedicated to improving the prospects and well-being of Egyptian girls and women.
