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Like many developing nations, Egypt is facing a climate crisis due to its agricultural dependence and the Nile Delta’s vulnerability. Despite government plans for sustainable development, recent infrastructure projects have resulted in large-scale green space removal. Effective communication about environmental issues can spark pro-environmental behavior and citizen activism. This study explores social media’s potential to bridge this gap in Egypt. Utilizing Facebook AB testing with a limited budget, we reached a significant 2.3% of Egypt’s online population (nearly 2 million users). This study explored message framing, with findings showing that rational posts resonated best while fear appeals had minimal impact. Social media’s cost-effectiveness and message-framing consideration provide a strategic approach for NGOs to reach a large audience and encourage climate action in Egypt.
Hamelin et al. (Wed,) studied this question.