SmartLife: Project Akshar (Alphabets) - How we transformed lives of labour into lives of learning

This case study describes how SmartLife, a leading NGO for Dubai's blue-collared labourers, launched free English classes by using visual learning techniques.

SmartLife: Project Akshar (Alphabets) - How we transformed lives of labour into lives of learning

Tahaab Rais

Campaign details

Brand: SmartLifeBrand Owner: SmartLifeLead agency: FP7/DXB (A part of McCann Worldgroup)Contributing agencies: UM MENA, DubaiCountry: EgyptIndustry: Charities, voluntary organisationsChannels used: Content marketing, direct marketing, events, experiential, newspapers, online video, ambient media, outdoor, out-of-home, packaging, design, public relations, social media, word of mouth, advocacyBudget: Up to 500k

Executive summary

In Dubai, learning Englishwill help its many poor, uneducated labourers get better jobs and...

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