UK joins Kemama campaign contributing to the socio-economic empowerment of women in Upper Egypt

March 7, 2021

In Egypt, Kemama was launched last year amid the COVID-19 outbreak as El Nidaa/ENID quickly responded by shifting its activities from producing ready-made-garments to producing medical masks. Photo by ENID

The UK joins the UN Development Programme (UNDP) in Egypt’s ‘Kemama’ campaign, in partnership with the Alternative Finance Lab (AltFinLab) and Neya. The campaign supports women in Upper Egypt working for El Nidaa Foundation while curbing the adverse socio-economic impacts of COVID-19.

As the world faces a pandemic, countries are working on addressing its impact on people’s lives, livelihoods, and the economy. In Egypt, Kemama was launched last year amid the COVID-19 outbreak as El Nidaa/ENID quickly responded by shifting its activities from producing ready-made-garments to producing medical masks. Through the campaign, around EGP 300,000 were raised, securing the jobs of more than 100 women beneficiaries working at the factory in the governorate of Qena to fight COVID-19.

The factory has produced nearly 63,000 masks at competitive prices for Qena, Sohag & Luxor’s vulnerable communities since the launch of the campaign. The UK’s £10,000 financial contribution is supporting women’s economic empowerment in Upper Egypt and sustaining livelihoods which would otherwise have been lost due to COVID-19.

British Ambassador to Egypt Sir Geoffrey Adams said: “We are proud to be part of this initiative, which has already had real success in helping vulnerable communities protect themselves against Covid-19. By supporting this campaign, we are also directly supporting the employment and economic empowerment of Egyptian women, a top priority for the UK. This is part of our wider partnership with Egypt and other countries around the world to ensure that - whether through PPE supplies, medical training, or vaccine access - we all build back better from Covid-19.”

Managing Director of the Egypt Network for Integrated Development (ENID) and Member of the Board of Trustees of El Nidaa Foundation Dr. Heba Handoussa highlighted that "El Nidaa Foundation is very happy to partner with the British Embassy, which has joined “Kemama” along with UNDP and Neya, and is offering generous support towards our mask production in Qena. This is a model for all private sector companies to partner with civil society organizations to fight the COVID-19 pandemic while contributing to women’s empowerment! The women’s testimonials show how strong they are when fighting against stereotypes in one of the most conservative communities in Egypt. El Nidaa takes pride in being able to change mindsets in Qena, where parents and husbands now support their daughters and wives to step up and lead the way, beyond taking care of house chores"

UNDP Egypt’s Resident Representative, Ms. Randa Aboul Hosn, outlined the importance of the Kemama campaign in creating an enabling environment for the socio-economic empowerment of the most vulnerable communities of Upper Egypt. She highlighted that “The poorest are the least able to cope with the effects of the pandemic. Supporting ENID means more employment and income generation opportunities for people, particularly for women and a direct contribution to the implementation of the Sustainable Development Goals.”

Founder & CEO of Neya, Hana El Sadat, stated “We are happy to be able to support our local community and partners through such a difficult time.”

The Kemama campaign is part of the UNDP regional “Solidarity Against COVID-19” campaign aiming to engage communities in supporting local solutions to this global crisis. Join Kemama campaign online by using: #TogetherAgainstCOVID19 #Kemama.


UNDP is the leading United Nations organization fighting to end the injustice of poverty, inequality, and climate change. Working with our broad network of experts and partners in 170 countries, we help nations to build integrated, lasting solutions for people and planet.

Learn more at or follow at @UNDP and in Egypt, follow @undpegypt.

To know more about El Nidaa Foundation please visit, or follow @elnidaa

For more information, please contact:

UNDP: Fatma Elzahraa Yassin, UNDP Communications Analyst at

British Embassy in Cairo: Kanzy Mahmoud, Communications Officer at

El Nidaa Foundation: Marina Iskandar, Senior Program Officer at

Neya: Rana Yehia, Neya Communications Officer at