2016 Winners & Shortlists

Brief Explanation

The Middle East has the highest number of special needs children, who aren't accepted in society because of social stigmas. And as a result, even schooling them costs 3 times more than average. Hence, many of their parents cannot afford quality education. As the region's biggest bank that actively integrates special needs individuals, Emirates NBD changed people’s perspectives, by not creating a typical fundraising pity party but by using the strengths of the children - their own artistic talents - to paint their future. We invited affluent art patrons to an exhibition called “Perspectives” featuring exclusive work, without revealing the artists. We conducted a live auction for all patrons. What they didn’t know was that the talented artists were the children themselves. For the first time in the Middle East, children who were pitied and isolated, were seen as able members of the community; no longer seen as special needs, but as special talents. Every piece bought contributed to them getting the quality development they deserved. Leading art galleries drove additional contributions. The video gained endorsement from special needs and leading worldwide platforms, including featuring on UN's Autism Awareness Day. With earned media amounting to $450,000 (and a return on media investment of 557%) thus far, it has become the most talked-about idea about special needs from the Middle East.* $150,000 raised (and counting) has funded the Perspectives program to drive special needs acceptance and integration, and has contributed to the education and development for 40 children and counting.* The idea also impacted the Emirates NBD positively with the bank gaining its highest ever brand index scores (40 points) doubling those of its closest competitors and gained 100% positive sentiments, including endorsements from the Royal Family of the UAE. *(Sources: Sustainable Square Consulting, Emirates NBD CSR reports, Emirates NBD Social Media Reports, YouGov Brand Index, YouTube Insights, Facebook Insights)