PROJECT AKSHAR (ALPHABETS)
Brand | SMARTLIFE |
Product/Service | GET SMART PROGRAM |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Creative Effectiveness |
Idea Creation
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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Media Placement
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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PR
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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Production
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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Brief Explanation
In Dubai, learning English can help its many lowly-paid, uneducated labourers from the Indian subcontinent get better jobs and salaries, improving their standard of life in Dubai as well as the quality of life of their families back home. But with the average monthly salary at $220 and 12-hour working days, they neither have the money nor time to educate themselves.
With SmartLife, a Government-affiliated organization 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 like 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 enroll them.
Labour camps became Educational camps. Transport buses became School buses. Construction
sites became Learning sites.
We extended their learning across contextual learning mediums: flashcards, karaoke songs, print
ads and bus shelters.
8500+ labourers graduated from blue-collar to white-collar.
From the 8500+ graduates:
(1) 30% 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) 8% have launched small businesses back home.
(4) 37% got higher salaries increasing by +300% & more, above their lower salaries.
(Source: SmartLife Get Smart Program, CDA Dubai, Islamic Affairs Authority)
Credits
Tahaab Rais |
FP7/MENA |
Regional Head of Strategic Planning / Creative Strategy Director |
Josephine Younes |
FP7/DXB |
Creative Director / Art Director |
Nayaab Rais |
FP7/DXB |
Creative Director / Copywriter |
Vicky Kriplani |
FP7/DXB |
Account Director |
Paul Banham |
FP7/DXB |
Executive Creative Director |
Ashraf Muhammadunny |
FP7/DXB |
Director of Photography, Motion Artist and Editor |
Tahaab Rais |
FP7/MENA |
Screenplay Writer |
Vicky Kriplani |
FP7/DXB |
Production & Execution |
Sameer Ketkar |
FP7/DXB |
Senior Designer, Illustration, Typography |
Layan El Hafi, Erna Redzepagic |
FP7/DXB |
Account Management |
LOKESH KAREKAR |
LOKESH KAREKAR |
VISUAL ARTIST |
KHALED HAMZA |
FP7/DXB |
HEAD OF CREATIVE SERVICES |
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/SENIOR AGENCY PRODUCER |
JIHAD SIBAI |
UM MENA |
BUSINESS DIRECTOR |
MOHAMMAD HAJJAR |
W/STUDIO |
PHOTOGRAPHER |
RAFEEQ KANIYANKANDI/SALEEM KUNIYIL |
W/STUDIO |
ASSISTANTS |