Ma3looma is a cross-media platform launched in 2012 aimed at empowering young people in Egypt with reproductive health and life skills through mobile and web Q&A services, advocacy, and social media. It has a significant user base, primarily accessed via mobile devices, with a focus on addressing sensitive topics like sexuality and sexual dysfunction. Positive user feedback reflects its effectiveness, with 91% rating it as good to excellent.

1. Ma3looma
Using cross-media technology
to empower young people with
reproductive health and life skills
in Egypt
www.oneworld.org
Presented by Chantal Foyer

2. OneWorld
OneWorld pioneers
internet and mobile
phone applications
that the world’s
poorest people
can use to
improve their
life chances,
and that help
people everywhere
understand global
problems – and
do something
about them.

3. The
Learning about Living
Eco-System
CSE
eLearning
platform
Mobile &
web Q&A
platform
Radio
programs
for and by
youth
Advocacy
and
capacity-
building
Dynamic
social
media
platforms

4. Mali
Senegal
Nigeria
Morocco
Egypt
Cambodia

5. Learning about Living
Egypt – Ma3looma
• Launched in 2012
Mobile &
web Q&A
platform
Dynamic
SRHR
content
website
Dynamic
social
media
platforms

6. Ma3looma
Q&A platform
How do I get
rid of
premature
ejaculation???
‫أتخلص‬ ‫كيف‬
‫سرعة‬ ‫من‬
‫؟‬‫القذف؟؟‬ ‫الفتيات‬ ‫بعض‬ ‫ملاذا‬
‫مرحلة‬ ‫في‬ ‫تدخل‬
‫بعد‬ ‫االكتئاب‬ ‫من‬
‫؟‬ ‫الفراق‬
Why do some
girls get
depressed
after a
separation?
‫دكتور‬ ‫فضلك‬ ‫من‬
‫اسباب‬ ‫معرفة‬ ‫اريد‬
‫العضو‬ ‫في‬ ‫احلكة‬
‫ي‬‫التناسل‬
Please Doctor I
want to know
the reasons for
itching in the
genital area

9. How our users access
Ma3looma.net
5%
39 %
Mobile Desktop Tablet
56 %

10. Where are our users?
Egypt
34 %
Saudi-Arabia
15 %
Iraq
5.7 %Algeria
5.6 %Morocco
4.4 %

11. Referrals
Akhbarek.net
85% 7 % 5 %

12. Overall Likes: 686, 138
Weekly Reach: 176,004

14. 49%
want more
medical
information36%
particularly like
Ma3looma’s
coverage of
sensitive issues
91%
of users rated
Ma3looma as
good, very good
or excellent

15. Ma3looma - Facebook
Ma3looma’s fanbase by age and gender
48 %
52 %
14%
22%
5%
14%
24%
4%
0%
20%
40%
60%
13 - 17 y 18 - 24 y 25 - 34 y
Female
Male

16. Ma3looma - YouTube

17. Ma3looma – Twitter and Ask.fm

18. Ma3looma – Twitter and Ask.fm

19. What questions do young people ask?
Sexuality
42%
Sexual
Dysfunction
30%
Puberty
11%
Reproductive
Health
7%
STIs
5%
Family
Planning
4%
General
Health
1%
Themes identified
on Q&A platform

20. What information are young people
drawn to?
premature ejaculation
erectile dysfunction
vaginal discharge
premenstrual syndrome
intimate relationship
masturbation
hymen
morningerection
female reproductive organs

21. Ma3looma– next steps

22. Learning about Living
Contact information
Uju Ofomata
Global Programme Director
Mobile: +44 795 177 6548
uju.ofomata@oneworld.org
Visit:
www.ma3looma.net
facebook.com/ma3looma.net
www.oneworld.org
Ghada Ezzeldin
Project Manager – Ma3looma
Tel: +44 207 922 7844
Ghada.ezzeldin@oneworld.org