2015 Winners & Shortlists

The Campaign

In the UAE, special needs children face 5 main challenges: (1) integration, (2) education, (3) development of their competencies & skills, (4) limited engagement of private sector, and (5) training & capacity building. There is a sever shortage of building facilities with only 42 daycare/therapy and learning centers in the UAE; and only 16 are actually active. Hence, the cost of schooling special needs children is 3 times higher than the average, and funding does not come by easily. But in a society where special needs children are only looked at with pity, we first needed to show them that these children are capable of being independent contributing members of society. We invited people to a special art exhibition showcasing exclusively curated work created by upcoming, talented artists. We conducted a live auction in conjunction with a leading auction house, where affluent art patrons could own those works of art. We then gave them the opportunity to meet the talented artists. What they didn't know was that the artists were in fact, special needs children. An online video shared the idea and the story with the UAE and the world. And for the first time ever in the region, children who are looked at with pity were now seen as able, contributing members of the community. We gave them the medium to being recognized as an important and equal part of our society. And gave their families confidence in their future. Our idea changed UAE’s perspectives on special needs children.

The Brief

Special needs children are talented individuals – who express themselves through art – and can be able members of the community. But in our society these are only looked at with pity. We needed to start the movement by showing all of the UAE that these children are capable of being independent contributing members of society.

Results

(1) Not only did we change UAE’s perspectives but we also raised $100,000 and counting, in funds for Manzil – our partner centre for special needs children. (2) Leading art galleries in the region supported the cause. (3) Social media video galleries further spread the word. (4) Earned media: Self-pride. And $250,000 in PR and social currency generated widespread awareness. (5) The video of the interactions was seeded online across owned, earned and shared platforms generating word of mouth and conversations around Perspectives and the integration of special needs children. (6) Perspectives has helped Emirates NBD launch the PRIDE initiative to integrate and empower special needs children.

Execution

We partnered with UAE’s leading art galleries - ProArt, Christie’s, Cuadro. We sent direct and eDM invitations to their members, and to Private, Upper Affluent and Mass Affluent customers of Emirates NBD. We launched the exhibition in a premier district in Dubai. We conducted a live auction in conjunction with a leading auction house, where art patrons could own those works of art. We then gave art patrons the opportunity to meet the talented artists. What they didn't know was that the artists were in fact, special needs children. We created a branded video for Emirates NBD and Manzil which captured people’s experiences and surprise, that was seeded online across owned, earned and shared platforms generating considerable PR, word of mouth and conversations around Perspectives and the integration of special needs children.

The Situation

As the leading bank in the Middle East, Emirates NBD is endorsing their cause, and in association with Manzil – a leading centre for special needs, the bank wanted to drive funding towards their development and progress.

The Strategy

We had to change everyone’s perspective using the one strong talent the children had: Their paintings became their medium to be seen for what they truly are – special talents. We created an art exhibition called PERSPECTIVES, showcasing exclusively curated work created by upcoming, talented artists who were in fact, special needs children.