Students enrolled in The British International School in Egypt produce a successful line of eco-products made from billboards
In September, 2003, Nelson Mandela stood in front of the World Parks Congress audience, and he said, “…the future belongs to our youth, and if we do not involve our youth in conservation management, we will not succeed in our efforts to save nature or humanity. That’s the bottom line.” Fast forward and head north, where Egypt’s green movement is growing; from Ana Seco’s eco-fashion workshops to a Nile awareness mission initiated by college students, Egyptian citizens are emerging from the dark ages of denial. This is especially true for some of the country’s youth.
Class act
High school students at The British International School, according to Heba Elkayal with Daily News Egypt, are receiving a class act education.
In order to prepare for the Injas El Arab competition for young entrepreneurs, one competing class were required to develop a brand, along with an organized, professional business model complete with design teams, a division of labor, and an advertising campaign.
The high school business model
“A formality yet nevertheless, one that has the students approach the projects with seriousness. The company currently has 14 members, all of whom are classmates and each has a set task,” writes Elkayal.
Two members, the CEO and manager, 17 year olds Helena Beshay and Jaida Aboulenan, claimed they wanted to “revolutionize the Egyptian market,” to bring them something they had never seen before.
They also wanted their company to be “environmentally friendly.”
Vintage revolution
So they chose the brand name “Vintage Revolution” to which they attached the brilliant ad campaign “everything deserves a second chance.”
The product: recycled billboards. An idea taken from an Argentinian documentary, the students developed their products – no two ever alike – and built 20 to 30 pieces for each design. And while the students were successful with the competition and will compete further with other young entrepreneurs in Morocco later this year, their popular line of handbags and purses were snapped up during schoolyard sales.
The Pink Powder room
Not only that, but they have a distribution point at The Pink Powder Room in the upscale Egyptian neighborhood Zamalek.
This project has resounding implications: not only can young Egyptians created an organized and professional business model, but with the right touches, they can produce goods and services that are helpful to the community rather than destructive. In a country such as Egypt, where even used clothes are often frowned upon, the Vintage line really is creating a revolution. And we’re happy to note that it’s green.
More News From Egypt:
In the Face of “Nile-lessness” Egyptians Protest Water Shortages
Kamil Crater Discovered in Egypt
Is the Middle East taking Climate Change Seriously?
Author: Tafline Laylin
As a tour leader who led “eco-friendly” camping trips throughout North America, Tafline soon realized that she was instead leaving behind a trail of gas fumes, plastic bottles and Pringles. In fact, wherever she traveled – whether it was Viet Nam or South Africa or England – it became clear how inefficiently the mandate to re-think our consumer culture is reaching the general public. Born in Iran, raised in South Africa and the United States, she currently splits her time between Africa and the Middle East. Tafline can be reached at tafline (at) greenprophet (dot) com.
