Dubai Cares: I can teach you too

Prabhakar Iyer

This case study shows how Dubai Cares, a children's charity, was able to reverse the increasing audience desensitisation to charitable causes in the UAE by showcasing real children's creativity and resilience through social media tutorials.

Campaign details

Brand: Dubai CaresBrand owner: Dubai CaresLead agency: J. Walter ThompsonContributing agency: MindshareCountry: United Arab EmiratesIndustries: Charities & voluntary organisationsMedia channels: Events & experiential, Online video, Other & ambient media, Outdoor, out-of-home, Print - general, Radio, Social mediaBudget: Up to 500k

Executive Summary

Real giving is when both sides receive.

It's time to obliterate stereotypes around charity. Charity is not about the helpless, it's about the willing. And poverty-stricken children are in fact, not helpless, they are resilient, creative and resourceful. Dubai Cares gave these...

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