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The Role of Online Social Networking in Promoting

Sustainable Mobility in Egypt

Ahmed El-Dorghamy1, Ahmed Mosa2, Mahmoud Sabae3

1, 3Green Arm, Nahdet El Mahrousa NGO, Cairo, Egypt

2Department of Civil Engineering, German University in Cairo (GUC), Egypt

Email for correspondence: ahmed.dorghamy@nahdetmasr.org

Accepted in Track G3 - Urban Transport Policy (including non-

motorised modes) (SIG 10)

Topic Area Topic Area G: Transport Planning, Policy and Management

1 ObjectiveThe advent of social media tools in recent years has played a key role in the emergence of civil-

society cycling groups in Egypt. Youth-led Cairo Cyclers Club (CCC) and other pioneering

cycling groups rapidly expanded since 2008 and replicated elsewhere, and in some cases used

by creative entrepreneurs as business opportunities. This research examines how the civil

society, empowered by social media (e.g. Facebook and online blogs, etc) and Web2 tools,

promoted sustainable mobility in Egypt. It also maps out how the organic growth of activists

occurred while discussing the drivers behind them and lessons learnt.

2 Data/MethodologyThis paper is based on a survey of the online content indicating the history of events of cycling

groups (Facebook timelines, track of event announcements, blogs, media coverage, etc)

combined with personal interviews with the group leaders and key activists. The launching

period of identified cycling groups and track record are examined for each group to determine

the drivers and to discuss the administrative and performance aspects, the sustainability of the

initiative, and the business model if any.

3 Results/FindingsThe results show that the activities of the initiating groups show features of successful locally-tailored social marketing practices with numerous side benefits. The movement starts with

trendsetters heavily relying on social media tools for event management and marketing while

addressing the social stigma dilemma through individual stewardship in lifestyles. The

movement later inspires more to join, imitate, or innovate in the work model, thereby catering to

more segments of society and offering more lessons learnt from the diverse experimental

initiatives. The nature of online social networking inherently incentivizes leaders to perform well.

mailto:ahmed.dorghamy@nahdetmasr.orgmailto:ahmed.dorghamy@nahdetmasr.orgmailto:ahmed.dorghamy@nahdetmasr.org

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Performance across groups varies according to personal skills and capacities of alternating

leaders, trial and error, among other factors. A distinct finding was also the high involvement of

females in cycling events, which is unusual in other outdoor activities. Influences of the recent

political turbulence and social change in light of the Egyptian revolution were also noted.

4 Implications for Research/PolicyResults show how online social networking can be employed to promote sustainable mobility in

Egypt. Furthermore, the observed effectiveness of youth-led social marketing for cycling

indicates the significant potential contribution of civil society to soft interventions in

transportation and their contribution to other social marketing interventions.