SmartLife: SAPNA - how 17,793 nails shaped the future for generations to come

This case study describes how charity SmartLife raised money to educate UAE immigrant labourers' children by building empathy for their situation in an entertaining way.

SmartLife: SAPNA - how 17,793 nails shaped the future for generations to come

Tahaab Rais

Campaign details

Brand owner: SmartLifeLead agency: FP7/DXB (Part of McCann Worldgroup)Contributing agency: UM DubaiBrand: SmartLifeCountry: United Arab EmiratesIndustry: Charities and voluntary organisationsChannels used: Direct marketing, Earned media, buzz, Events and experiential, Online video, Outdoor, out-of-home, Public relations, Social media, Word of mouth, advocacyMedia budget: Up to 500k

Executive summary

This case study describes how charity SmartLife raised money to educate UAE immigrant labourers' children by entertainingly building empathy for their...

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