This paper focuses on initiatives of the Egyptian Exchange (EGX) to increase financial awareness among Egyptian citizens about investing in the stock market. Typically, EGX uses different types of videos as part of its financial literacy initiatives. We examine the impact of four types of video advertising (TV, Animation, Educational, and Storytelling) on increasing the intention of individuals to participate (investment intention) in the EGX. Using a survey of 329 Egyptian respondents, we find that storytelling advertising content format could enhance the investment intention. Moreover, investment intention is significantly affected by perceived knowledge and memory efficiency. The findings have policy implications that could be considered to improve stock market participation.