SmartLife: Project Akshar (Alphabets): How redesigned alphabets and transformed rituals graduated 5,000 Dubai labourers from blue-collar to white-collar
Tahaab Rais
Campaign details
Brand owner: SmartLifeLead agency: FP7/DXB (Part of McCann Worldgroup)Contributing agencies: UM Dubai, Magna DubaiBrand: SmartLifeCountry: UAEIndustry: Charities & voluntary organisationsChannels used: Content marketing, Direct marketing, Earned media, buzz, Newspapers, Online video, Other & ambient media, Outdoor, out-of-home, Social media, Word of mouth, advocacyMedia budget: Up to $500k
Executive Summary
In Dubai, learning English will help its many poor, uneducated labourers get better jobs...