2018 Winners & Shortlists

PROJECT AKSHAR (ALPHABETS)

Short List
Client/BrandSMARTLIFE
Product/ServiceGET SMART PROGRAM
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
Type of EntryCreative Effectiveness
CategoryCreative Effectiveness for Good
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement UM MENA Dubai, UNITED ARAB EMIRATES
PR FP7/DXB Dubai, UNITED ARAB EMIRATES
Production MINT MENA Dubai, UNITED ARAB EMIRATES

Brief Explanation

Reading (verb) implies having the ability to look at and comprehend the meaning of written or printed matter, by interpreting the characters or symbols of which it is composed. For most of us, “reading" is an integral part of our everyday lives, whether for work, leisure, entertainment, or gaining knowledge. The UAE Government had even declared 2016 as The Year of Reading, identifying “reading” as a key driver and enabler of progress. But for a forgotten segment, “reading”, especially English, is a significant hurdle in navigating everyday life in a foreign country. With low salaries and 12-hour work shifts, they don’t have the money nor the time to invest in learning how to read English. So, to help them read English, we extended a unique learning program we had launched in 2014, giving labourers in the UAE the gift of reading, through Project Akshar (Alphabets). We had launched free English classes. Now, to get more labourers to register for the English classes, we extended a unique invitation. The content was placed across their everyday rituals, showing them how easy reading and learning English can be. We scaled the content across relevant touchpoints (print, learning flashcards, bus shelters, karaoke). A Social Media App invited people to contribute their own words. A book was printed using those words to teach English and to generate funds. The idea even travelled to schools in the subcontinent. Importantly - (1) Acquisitions: +100% Registrations (2) Conversions: +70% Graduates (3) ROI: Their confidence and progress. 63% graduates earned higher salaries, 28% got promoted from blue-collar to white-collar, and 9% returned home and launched businesses. Additionally, this idea has also won recognized and renowned Creative Effectiveness Awards at MENA Effies as well as at Warc for Effective Content Strategy , Effective Channel Integration and Best Low-Budget Campaign.

Credits

Name Company Position
Tahaab Rais FP7/MENA Regional Head of Strategic Planning
Vicky Kriplani FP7/DXB Senior Account Director
Josephine Younes FP7/DXB Associate Creative Director
Nayaab Rais FP7/DXB Associate Creative Director
Lokesh Karekar Lokesh Karekar Visual Artist
Sameer Ketkar FP7 DXB Senior Designer
Ashraf Mohammedunny Ashraf Mohammedunny Dop/Cameraman/Editor/Motion Artist
Tahaab Rais FP7/MENA Screenwriter and Copywriter
Josephine Younes FP7/DXB Art Director
Nayaab Rais FP7/DXB Copywriter
Erol Salcinovic FP7 DXB Design Director
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
Mohammad Hajjar W/Studio Photographer
Jihad El Sibai UM Business Director