Food Waste Campaign: ماتهدرش

Student Status



This project aims to shed light on a very important global issue that many people are unaware of, which is the food waste hassle. It is a problem on a humanitarian and economic level, an issue that cannot and should not be ignored. With the growing population and with the poverty and hunger rates on the rise it is essential for us all to acknowledge, accept, and find solutions for this immense problem. After heavy research I found that the best way to deal with this issue is through awareness. Therefore, I have created 3 Ads with different approaches and main characters hoping to reach as many people as possible. According to FAO organization one third of the food produced for human consumption gets wasted on a global level. Here in Egypt and average family of five produces about 6 kg of food waste per day. 70% of our trash is food, food that if not wasted could be sufficient and enough to feed countries in Africa and Asia. If each individual worked on him/herself and we worked together as one nation hopefully we will be able to reduce the food waste percentage and save our economy and provide for those in need.


Arts Department

First Advisor

Bahia Shehab

Second Advisor

Ghalia ElSrakbi

Third Advisor

Haytham Nawar

Committee Member 1

Ahmed Ellaithy

Committee Member 2

Ahmad Saqfalhait

Committee Member 3

Ayman Ismail



Institutional Review Board (IRB) Approval

Not necessary for this item


This piece of art work is part of the "Interdisciplinarity and Design Third Graduating Class of Graphic Design Students The American University in Cairo – Spring 2018" catalog. Held at the AUC Sharjah Art Gallery on December 21st, 2018, the "ALT w Shidd" exhibition showcased bachelor projects by the third Graduating class of Graphic Design students. This year’s projects were divided into 5 panels according to their tackled themes. The panels included “Digital Design”, “Fashion Design”, “Publication Design”, “Advertising”, and “Retail and Branding”. A team of internal and external jury members were invited to each panel in order to provide ourstudents with critical feedback and evaluate the final outcome of their projects according to conducted research, applied methodologies, and undertaken creative design process. Jury members from within AUC included Ahmed Ellaithy (TTO -Technology Transfer Office) Ahmad Saqfalhait (GRDN), Ayman Ismail (Venture Lab), Brenda Segone (ARTV), Heba Safeyeldine (ARCH), Marwan Fayed (GRDN), May Hasebou (GRDN), Mahamad Khalil (GRDN), and Sherif Samy (GRDN). As for external jurors; they included Amira Aboulmagd (Al-Shorouk Publishing), Majd Elsherif (Matter Branding), Mohab Anis (Innovety), Nigel Fletcher-Jones (AUC Press), Sahar Zoghby (FP7), Samy Elias(Sahara Printing), Sawsan Mourad (El Beit Magazine), and Suzie Graiess (Association for the Protection of the Environment).


This record describes an artistic or creative work which was prepared as part of a course of study at the American University of Cairo. The creators retain all rights to the original artistic or creative works described herein.

Publication Date

Fall 12-21-2018

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