What we do:
Advocacy:
MADEV takes an active role in supporting the developmental efforts already taking place within Egyptian civic society. MADEV advocates for positive social change in all of its projects regardless of the specific topic of the project. It is MADEV’s goal to assist in reforming government policies that are modernizing Egypt’s education and opening up new job opportunities.
In order for social development to be effective, comprehensive and integrated, multiple tools must be implemented simultaneously. Programs that target gender equality or environmental awareness through one channel alone are not as beneficial as multi-tool approaches to these problems. It is important to reach people with tools such as media that are understandable and relevant to them and can act as a catalyst for social change. Media arts are especially beneficial because of the frequent repetition of the developmental message. Through continual exposure the target group is able to internalize the messages that they watch in dramas, songs, cartoons, soap operas and other kinds of media. Media messages should be planned and designed as an integral part of the different programs seeking social responsibility and sustainable development to affirm and create the needed awareness.
Capacity Building:
MADEV seeks to train young Egyptians and Arabs in visual media, thereby enabling them to express their voice to the outside world while simultaneously expanding their employment opportunities. Beyond the economic benefits of potential job creation, MADEV’s capacity building programs empower them to use media as a constructive tool for communication, democracy promotion and self-expression.
Rights-based development:
Through all its projects, MADEV seeks to uphold human dignity through projects that emphasize rights-based development and to assist those people who are not a priority in society and are often neglected or without a voice. Some issues such as HIV/AIDS, various forms of disabilities and drug dependency are difficult to address and often considered to be ‘taboo’ in Arab cultures. There is also little reliable data on the scale of these problems. However, there are specific high-risk groups that should be given attention and hope for change and a life where they can be active parts of Egyptian society. Although there is not always reliable research to call upon, MADEV is working with specialists and other organizations to research how media can impact individuals and families and society at large on these issues in Egypt. From this research a clearer problem analysis will be developed that will aid MADEV to work on all its projects.
