Abstract:

This paper will demonstrate how research was used to solve one of Egypt's most serious problems "Infant Mortality Resulting from Dehydration". Today, four years later, we are, indeed happy and proud, to state that as a result of the advertising campaigns, the mortality rate has dropped. In the next few minutes, we will demonstrate, how research was used undertaken, to develop this most successful public service advertising campaign. The research was carried out, in four stages, to develop 3 advertising campaigns.