PROJECT AKSHAR (ALPHABETS)
Brand | SMARTLIFE |
Product/Service | GET SMART PROGRAM |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Creative Effectiveness |
Entrant Company
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FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
FP7/DXB Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
UM MENA Dubai, UNITED ARAB EMIRATES
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Production Company
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MINT MENA Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
In Dubai, learning English will help its many poor, uneducated labourers get better jobs and salaries. But with average monthly salaries of $220 and 12-hours of labour everyday, they neither have money nor time to educate themselves.
With SmartLife, an NGO for Dubai's labourers, we created the innovative, Project Akshar (Alphabets), to help improve their status and quality of life.
First, we launched free English classes.
Then, to encourage labourers to enroll, we showed them how easy it is to learn English. Using innovative visual learning techniques, we took words useful to them, wrote their English phonetic pronunciations in the Hindi script, combined them with their visual representation integrated into the Hindi alphabet. And created redesigned alphabets and words that teach them English through their own language.
Designed on what looked liked school notepads, we placed hundreds of these words, across their daily journey.
We printed a phone number, which they’d give a missed call to. We called them to enrol them.
Labour camps became Educational camps. Transport buses became School buses. Construction sites became Learning sites.
We extended their learning across innovative learning mediums: flashcards, karaoke songs, print ads and bus shelters.
5000+ labourers graduated from blue-collar to white-collar.*
From the 5000+ graduates:
(1) 28% have cleared job interviews for white-collar jobs in private firms.*
(2) 23% got promoted to white-collar jobs from blue-collar jobs in the same firms.*
(3) 12% have launched small businesses back home.*
(4) 37% got higher salaries increasing +300% & more, above their lower salaries.*
*(Source: SmartLife Get Smart Program, CDA Dubai, Islamic Affairs Authority)
Credits
Tahaab Rais |
Fp7/dxb |
Regional Head of Strategic Planning |
Paul Banham |
Fp7/dxb |
Executive Creative Director |
Josephine Younes |
Fp7/dxb |
Creative Director |
Nayaab Rais |
Fp7/dxb |
Creative Director |
Josephine Younes |
Fp7/dxb |
Art Director |
Nayaab Rais |
Fp7/dxb |
Copwriter |
Tahaab Rais |
Fp7/dxb |
Creative Strategy |
Vicky Kriplani |
Fp7/dxb |
Account Director/Connections Planning |
LOKESH KAREKAR |
|
VISUAL ARTIST |
SAMEER KETKAR |
Fp7/dxb |
SENIOR DESIGNER |
EROL SALCINOVIC |
Fp7/dxb |
DESIGN DIRECTOR |
KHALED HAMZA |
Fp7/dxb |
CREATIVE SERVICES DIRECTOR |
KASHIF AHMED/AMIT BORAWAKE |
Fp7/dxb |
STUDIO ARTIST/RETOUCH ARTIST |
PANKAJ NAINWAL/KIM ANANDANI |
Fp7/dxb |
SENIOR TECHNICAL LEAD/DIGITAL DESIGNER |
DOLLY SAIDY/MARIO ATALLAH |
MINT MENA |
PRODUCTION CONSULTANT |
ASHRAF MOHAMMEDUNNY |
Fp7/dxb |
DOP/CAMERAMAN/EDITOR/MOTION ARTIST |
ASHRAF MOHAMMEDUNNY/JOSEPHINE YOUNES/NAYAAB RAIS/TAHAAB RAIS/VICKY KRIPLANI |
Fp7/dxb |
DIRECTOR/SCREENPLAY |
JIHAD SIBAI |
UM MENA |
BUSINESS DIRECTOR |
MOHAMMAD HAJJAR |
W/STUDIO |
PHOTOGRAPHER |
RAFEEQ KANIYANKANDI/SALEEM KUNIYIL |
W/STUDIO |
ASSISTANTS |