“Closing The Gap” project consisted of three phases which took place in a partnership between The Egyptian Life Center for Creativity and Culture jointly with the American Freedom House organization. Its primary phase included an intensive workshop that took place in July 2009. The goal of the workshop was to define the Egyptian context of social marketing, prior social issues that society needs to address through media, along with writing the ideas and storyboards of the ads. Bikya Masr group blog reported:

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