SmartLife: Project Akshar (Alphabets): How redesigned alphabets and transformed rituals graduated 5,000 Dubai labourers from blue-collar to white-collar

This case study describes how SmartLife, an NGO for Dubai's labourers in UAE, created Project Akshar (Alphabets) to provide accessible English training for hard-to-reach, time-poor labourers.

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...