In Egypt, many rural and urbanized communities have particularly low levels of adult literacy, high levels of unemployment and a significant disparity between the educated and non-educated classes. The government is making efforts to reform Egypt's education system and introduce technology to all aspects of development. However there is still a big digital divide between urban communities and rural areas that lack basic technology.

In less educated communities social traditions and norms are often passed on orally from generation to generation. Matters relating to gender equality, the environment, human dignity, and health are quickly fixed as families and individuals follow traditions with little consideration for alternative approaches. Television programs and other media usually affirm these attitudes. Deviation from the norm is often feared and young people with real concerns have little opportunity to openly address these issues due to peer pressure and a culture that encourages conforming to traditions. MADEV seeks to address these problems by focusing on some key issues: