Project Akshar (Alphabets): How we graduated Dubai's labourers from blue-collar to white-collar for $0
Tahaab Rais
Campaign details
Lead agency: FP7/DXB (Part of McCann Worldgroup)Contributing agency: UM DubaiCountry: United Arab EmiratesIndustry: Charities and voluntary organisationsChannels used: Content marketing, Direct marketing, Earned media, buzz, Events and experiential, Mobile and apps, Online video, Other and ambient media, Outdoor, out-of-home, Print - general, unspecified, Public relations, Social media, Word of mouth, advocacyMedia budget: Up to 500k
Executive summary
This case study describes how NGO SmartLife turned Dubai into a blackboard to encourage...