SmartLife: Project Akshar (Alphabets)

This case study describes how SmartLife, a UAE government-affiliated organisation for Dubai's blue-collared labourers, created educational content and placed it at touchpoints across Dubai to help labourers learn English.

Campaign details

Brand: SmartLifeBrand Owner: SmartLifeLead Agency: FP7/DubaiContributing Agencies: UM DubaiCountry: United Arab EmiratesIndustries: Charities & voluntary organisationsMedia Channels: Content marketing, Direct marketing, Events & experiential, Integrated, Other & ambient media, Outdoor, out-of-home, Packaging & design, Print - general, Public relations, Social mediaBudget: No budget

Executive summary

In Dubai, learning English will help its many poor, uneducated labourers get better jobs and salaries. But with the average monthly salary at $220 and 12-hour working days, they have neither the money, nor the time to educate...

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