Entertainment-Education in the Middle East: Lessons From the Egyptian Oral Rehydration Therapy Campaign

In 1983, Egypt launched an oral rehydration therapy (ORT) campaign in answer to an urgent need to cut down on the rate of infant mortality caused by diarrheal-related diseases. Two years after it started, the British Medical Journal, 1985, p. 1249) described the Egyptian campaign as “what may be the world’s most successful health education program.”