2009 Winners & Shortlists

The Brief

Dubai Cares, a UAE-based charity initiative, wanted to get the city's schoolchildren involved in the humanitarian efforts to improve children’s access to primary education in developing nations.

Creative Execution

The creatives spoke to both the parents and children of Dubai. The colours used were young and vibrant, while the Limericks implemented in the press ads ensured recall throughout the campaign.

Describe the creative solution to the brief/objective.

Dubai Cares challenged the STUDENTS of Dubai to donate their TIME by READING. Students were asked to read 1 MILLION BOOKS IN 2 WEEKS. An equivalent of the number of books read by the students would be donated to children in need around the world by Dubai Cares.

Results

there was a tremendous response to the program. Students and teachers were very excited to be part of a cause larger than themselves. Students felt involved as opposed to donation drives, where only money collection was done. 1,323,218 books were read in 2 weeks. That's 323,218 above the 1 million target. 149,000 students from a population of over 200,000 participated in the program.