2020/2021 Winners & Shortlists

Cultural / Context information for the jury

Arabic is one of the top 5 languages spoken in the world. But, only an estimated 25-30% of residents in the UAE have grasped the language. Because the majority of the UAE is made up of expats, English is the lingua franca on the streets. Also, Native Emiratis only make up 18-20% of the UAE's population, so many expats don't get the chance to interact with the locals to learn the Arabic language. Physical and online Arabic classes are widely available, but many expats cite the lack of time and busy lifestyle as reasons for not learning the language.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Around 81% of expats have never taken Arabic courses or instruction of any kind, and 38% believe that Arabic is too difficult to be learned properly. Also, the opportunities for expats to experience the Arabic language are insufficient in real-life situations, so they are rarely required to use Arabic for everyday communication.