Billboards and street signs have gone up across Egypt's capital extolling austerity and hope, part of a pro-government public relations campaign aimed at preparing Egyptians for sweeping economic reforms.
The advertising blitz follows last month's provisional agreement by the International Monetary Fund to give Egypt a $12 billion loan over three years to help President Abdel-Fattah el-Sissi's government overhaul the ailing economy.
The campaign's main slogan is: "Oh, Egypt, with bold reforms, we shorten the road." Other messages include: "Our faith in our abilities, changes our future," and "Fear and skepticism lengthen the road," as well as "Rationalize our consumption, reduce our imports."
Egypt is expected to gradually lift state subsidies on fuel, basic services and food items as part of its reform program.