2017 Winners & Shortlists

PROJECT AKSHAR (ALPHABETS)

BrandSMARTLIFE
Product/ServiceGET SMART PROGRAM
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryCreative Effectiveness
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement FP7/DXB Dubai, UNITED ARAB EMIRATES
PR FP7/DXB Dubai, UNITED ARAB EMIRATES
Production FP7/DXB Dubai, UNITED ARAB EMIRATES

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

Name Company Role
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