Dubai Cares is a philanthropic organization dedicated to helping educate kids living in poverty.
It needed a campaign platform that could raise at least 4 million Dirhams during Ramadan and can continue to run for the other 11 months of the year as well.
How can kids living poverty, kids who have never been to school but never stopped learning, teach people living in the UAE?
Results and Effectiveness
The campaign doubled last year’s contributions, raising millions of Dirhams to help educate kids living in poverty.
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.
Creative Execution
To create the skill exchange, we looked for talented kids living in poverty and featured them in DIY tutorials on YouTube. In response, children drew letters of the alphabet while adults shared pictures and text over Instagram for each letter (A #IsFor Ants, B #IsFor Banana, C#IsFor Camera) to create a crowdsourced alphabet book. With all the social chatter and the striking visuals and messages generated by the campaign, the resulting news coverage drove the message to donate.
Insights, Strategy and the Idea
Dubai Cares is one of the oldest and trusted NGOs in the UAE dedicated to helping educate kids living in poverty.
We’re all used to watching tutorials on YouTube but no one expects to see kids living in poverty to teach our children. The fact that we asked poverty-stricken children to teach us a thing or two and created a skill exchange for donations, we changed the usual, one-way communication model of charity campaigns.