TNC partnered with the NBE to create a campaign that introduced a revolutionary approach to educational reform in Egypt. A first-of-its-kind edutainment show called “Al Abakra” or “The Geniuses” was created with the support and involvement of parents, teachers, schools and officials, and with students at the forefront of the new movement. Students compete on the show, with winners raising money for the NBE CSR Fund for Education Reform, allocated in its entirety to improving educational access and conditions. The program raised over EGP 329 million, which was used to renovate schools and build new ones, secured 46 scholarships for different students, and managed to gain a massive following that showed immense national support. “The Geniuses” is proof that in some scenarios, there are no losers, everyone is a winner.