PROJECT AKSHAR (ALPHABETS)
Brand | SMARTLIFE |
Product/Service | GET SMART PROGRAM |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Creative Effectiveness for Good |
Idea Creation
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
UM MENA Dubai, UNITED ARAB EMIRATES
|
PR
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Production
|
MINT MENA Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
Reading (verb) implies having the ability to look at and comprehend the meaning of written or printed matter, by interpreting the characters or symbols of which it is composed.
For most of us, “reading" is an integral part of our everyday lives, whether for work, leisure, entertainment, or gaining knowledge.
The UAE Government had even declared 2016 as The Year of Reading, identifying “reading” as a key driver and enabler of progress.
But for a forgotten segment, “reading”, especially English, is a significant hurdle in navigating everyday life in a foreign country.
With low salaries and 12-hour work shifts, they don’t have the money nor the time to invest in learning how to read English.
So, to help them read English, we extended a unique learning program we had launched in 2014, giving labourers in the UAE the gift of reading, through Project Akshar (Alphabets).
We had launched free English classes. Now, to get more labourers to register for the English classes, we extended a unique invitation.
The content was placed across their everyday rituals, showing them how easy reading and learning English can be. We scaled the content across relevant touchpoints (print, learning flashcards, bus shelters, karaoke).
A Social Media App invited people to contribute their own words. A book was printed using those words to teach English and to generate funds.
The idea even travelled to schools in the subcontinent.
Importantly -
(1) Acquisitions: +100% Registrations
(2) Conversions: +70% Graduates
(3) ROI: Their confidence and progress. 63% graduates earned higher salaries, 28% got promoted from blue-collar to white-collar, and 9% returned home and launched businesses.
Additionally, this idea has also won recognized and renowned Creative Effectiveness Awards at MENA Effies as well as at Warc for Effective Content Strategy , Effective Channel Integration and Best Low-Budget Campaign.
Credits
Tahaab Rais |
FP7/MENA |
Regional Head of Strategic Planning |
Vicky Kriplani |
FP7/DXB |
Senior Account Director |
Josephine Younes |
FP7/DXB |
Associate Creative Director |
Nayaab Rais |
FP7/DXB |
Associate Creative Director |
Lokesh Karekar |
Lokesh Karekar |
Visual Artist |
Sameer Ketkar |
FP7 DXB |
Senior Designer |
Ashraf Mohammedunny |
Ashraf Mohammedunny |
Dop/Cameraman/Editor/Motion Artist |
Tahaab Rais |
FP7/MENA |
Screenwriter and Copywriter |
Josephine Younes |
FP7/DXB |
Art Director |
Nayaab Rais |
FP7/DXB |
Copywriter |
Erol Salcinovic |
FP7 DXB |
Design Director |
Khaled Hamza |
FP7 DXB |
Head Of Creative Services |
Kashif Ahmed/Amit Borawake |
FP7 DXB |
Studio Artist/Retouch Artist |
Pankaj Nainwal/Kim Anandani |
FP7 DXB |
Senior Technical Lead/Digital Designer |
Mohammad Hajjar |
W/Studio |
Photographer |
Jihad El Sibai |
UM |
Business Director |