2015 Winners & Shortlists

Execution

To educate Dubai’s illiterate labourers, we created Project Akshar (Alphabets) where we first launched free English classes. And to encourage registrations, we designed a learning system to show how easy learning English words could be. We placed hundreds of words like these, designed to look like school notepads, across their daily journey, turning Dubai into a blackboard for them, transforming their life of labour into a life of learning. Labour camps became Educational camps. Transport buses became School buses. Construction sites became Learning sites. Mundane routines became Inspiring journeys. We also created: Learning flashcards, a Karaoke song, Bus shelter ads.