2016 Winners & Shortlists

I CAN TEACH YOU TOO

Short List
BrandDUBAI CARES
Product/ServiceCHARITY ORGANIZATION
EntrantJ. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
CategoryIntegrated Campaign led by Direct Marketing
Entrant Company J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
Advertising Agency J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
Media Agency MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
Media Agency 2 OMD Dubai, UNITED ARAB EMIRATES
Production Company MUDDVILLE Dubai, UNITED ARAB EMIRATES

Brief Explanation

To get people to change the way they see charities, get involved and donate, Dubai Cares launched the first skill exchange between the developed and the underdeveloped world. The exchange started over YouTube where kids living in poverty created DIY tutorials and in response, people in the UAE made a crowdsourced alphabet book through Instagram and a series of activations.

Creative Execution

We travelled to Tanzania and Sri Lanka to look for talented kids to create the tutorials. The tutorials were released on the Dubai Cares YouTube channel. As the videos picked up views, we launched ads featuring the same kids who created the tutorials. The campaign ran according to the original plan.

Results

The campaign doubled last year’s contributions, raising millions of Dirhams to help educate kids living in poverty. (Please check the confidential section to find out more.) Online we reached over 300,000 views on YouTube, 130,000 impressions on Twitter and over 250,000 reach on Instagram. Thousands of the crowdsourced alphabet books will be distributed in English, French and Arabic to the children who need them the most.

Credits

Name Company Role
Souraya El-Far J. Walter Thompson - Dubai Head of TV
Richard Hol J. Walter Thompson - Dubai Regional Creative Director
Carl Lundqvist J. Walter Thompson - Dubai Associate Creative Director
Adam Fierman J. Walter Thompson - Dubai Copywriter
Mahmoud Alkhawajeh J. Walter Thompson - Dubai Senior Art Director
Mouran Boutros J. Walter Thompson - Dubai Senior Copywriter
David Deveson Freelance Photographer
Mahesh Powar J. Walter Thompson - Dubai Senior Art Director
Aarti Kulkarni J. Walter Thompson - Dubai Account Director
Omar Elgammal J. Walter Thompson - Dubai Planner
Rula Hajjar J. Walter Thompson - Dubai Sr. Account Executive
Alaa Al Hai J. Walter Thompson - Dubai Account Executive
Chafic Haddad J. Walter Thompson - Dubai Chief Creative Operations Officer
Ramsey Naja J. Walter Thompson - Dubai Chief Creative Officer