2019 Winners & Shortlists

Cultural/Context information for the jury.

Among the around 7.8 million expatriates that live in the UAE are many low-income semi-skilled workers who have chosen the path to become self-sufficient. Bicycles, the main mode of commute for most, play a significant role in making their everyday work easier and faster. However, the areas they travel within were built around cars with scant cycling infrastructure. The risk increases at night because many cannot afford expensive protective gear like reflective vests and helmets, which are required by law and essential to their safety. This situation was making them literally invisible in the night. Charicycles, Dubai-based upcycling bicycle brand built around the ethos of giving back, took on the challenge to increase awareness for them. However, spreading the word wasn’t easy without any media budgets, resulting in lukewarm responses and results in the past.