SmartLife: Project Akshar (Alphabets) — How we transformed lives of labour into lives of learning
Tahaab Rais
Campaign details
Brand owner: SmartLifeLead agency: FP7/DXB (Part of McCann Worldgroup)Budget: Up to 500kCountry: United Arab EmiratesIndustry: Charities and voluntary organisationsMedia: Content marketing, Direct marketing, Earned media, buzz, Events and experiential, Newspapers, Online video, Other and ambient media, Social media, Word of mouth, advocacy
Executive summary
This case study describes how SmartLife, an NGO for Dubai's labourers, created Project Akshar (Alphabets) to help labourers learn English to improve their status and quality...