2016 Winners & Shortlists

Brief Explanation

The primary objective of the “No Broblem” kit was to promote the newly introduced conversation courses by the British Council in Riyadh, Saudi Arabia. It also delivered a direct solution for a regional linguistic problem of Arabic native speakers who find it difficult to differentiate between the letters B and P when they begin learning English. The “No Broblem” kit featured a self-learning technique, which helped the target audience pronounce the letters B and P accurately. The practice sheet, when placed close to the mouth, flutters when pronouncing the letter P and doesn’t when pronouncing the letter B. This kit clearly demonstrates the British Council’s understanding of regional needs and at the same time meets the Council’s mission in bridging the gap between cultures.

Creative Execution

The British Council in Riyadh, Saudi Arabia commenced the English conversation courses that focused on pronunciation and speaking skills, in December 2015. To help promote these courses, the “No Broblem” kit was distributed 2 weeks before commencement to Arabic native speakers. The successful number of enrollments for the first term resulted in the re-fabrication of the kit to promote the courses for the next term and also to be used as a corporate B2B promotional kit.

Results

(1) 35% more enrollments than the projected target. As a result, an additional class was run to accommodate the extra students (2) The self-learning technique video was viewed more than 54,000 times in just one week (3) Impressions reached 297,726 in one week (4) The idea was highly appreciated by Arabic native speakers and English speakers alike as it addresses a regional linguistic problem (5) The conversation courses will be launched in other Saudi cities (6) The kit also became a promotional B2B tool (7) Positive social media comments with light-hearted and deliberate misuse of the letters B and P.