PROJECT AKSHAR (ALPHABETS) [image] Fortune Promoseven Dubai für SmartLife Foundation

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PROJECT AKSHAR (ALPHABETS) [image]

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Wohlfahrtsorganisationen, Stiftungen, Volontaire
Medien Design und Branding, Fallmethode
Markt Vereinigte Arabische Emirate
Agentur Fortune Promoseven Dubai
Produktionsagentur Mint MENA
Veröffentlicht Februar 2015

Belohnungen

One Show, 2016
Design Craft - Typography - Single or Series / Typography - Single or Series Merit

Kredite und Beschreibung

CLIENT SMARTLIFE
PRODUCT GET SMART PROGRAM
ENTRANT FP7/DXB DUBAI, UNITED ARAB EMIRATES
TYPE OF ENTRY DESIGN
CATEGORY TYPOGRAPHY
TITLE PROJECT AKSHAR (ALPHABETS)
PRODUCT/SERVICE GET SMART PROGRAM
ENTRANT COMPANY : FP7/DXB DUBAI, UNITED ARAB EMIRATES
ADVERTISING AGENCY : FP7/DXB DUBAI, UNITED ARAB EMIRATES
MEDIA AGENCY : UM MENA DUBAI, UNITED ARAB EMIRATES
PRODUCTION COMPANY : MINT MENA DUBAI, UNITED ARAB EMIRATES
TAHAAB RAIS FP7/DXB HEAD OF STRATEGIC PLANNING AND INSIGHTS
PAUL BANHAM FP7 DXB EXECUTIVE CREATIVE DIRECTOR
JOSEPHINE YOUNES FP7/DXB ASSOCIATE CREATIVE DIRECTOR
NAYAAB RAIS FP7/DXB ASSOCIATE CREATIVE DIRECTOR
JOSEPHINE YOUNES FP7/DXB ART DIRECTOR
NAYAAB RAIS FP7/DXB COPYWRITER
TAHAAB RAIS FP7/DXB CREATIVE STRATEGY
VICKY KRIPLANI FP7/DXB ACCOUNT DIRECTOR AND CHANNEL CONCEPTS
LOKESH KAREKAR VISUAL ARTIST
SAMEER KETKAR FP7/DXB SENIOR DESIGNER
EROL SALCINOVIC FP7/DXB DESIGN DIRECTOR
KHALED HAMZA FP7/DXB HEAD OF CREATIVE SERVICES
KASHIF AHMED/AMIT BORAWAKE FP7/DXB STUDIO ARTIST/RETOUCH ARTIST
DOLLY SAIDY/MARIO ATALLAH MINT MENA PRODUCTION CONSULTANT/SENIOR AGENCY PRODUCER
ASHRAF MOHAMMEDUNNY DOP/CAMERAMAN/EDITOR/MOTION ARTIST
JIHAD SIBAI UM DUBAI BUSINESS DIRECTOR
PANKAJ NAINWAL/KIM ANANDANI FP7/DXB SENIOR TECHNICAL LEAD/DIGITAL DESIGNER
MOHAMMAD HAJJAR W/STUDIO PHOTOGRAPHER
RAFEEQ KANIYANKANDI/SALEEM KUNIYIL W/STUDIO ASSISTANTS
AURANGZAIB ZAFAR FP7/DXB EDITOR
Brief Explanation:
We created Project Akshar (Alphabets), where we set out to graduate Dubai's labourers from blue collar to white collar for $0. We first launched free English classes. But we needed labourers to register and create excitement about the classes. And to encourage them to register and enroll, we first needed to show them how easy it is to learn English.
Describe the brief from the client:
In Dubai, learning English will help its many labourers get better jobs and salaries. But with average monthly salaries of $220, and a hard life of 12-hour work shifts, they neither have the money nor time to educate themselves. SmartLife, an NGO for Dubai's labourers, wanted to help them improve their status and quality of life.
Description of how you arrived at the final design:
Using effective visual learning techniques: (1) We took words that are useful to them (2) We wrote their English phonetic pronounciations in the Hindi script, and (3) We then combined the Hindi words with their visual representation integrated into the Hindi alphabets. (4) And as a result, we created words that teach them English through their own language.
Indication of how successful the outcome was in the market:
We’re transforming their lives of labour into lives of learning: (1) 4000+ students graduated. (2) 28% cleared job interviews for white-collar jobs. (3) 12% started businesses back home. (4) 23% got promoted to white-collar jobs from existing blue-collar jobs in the same companies. (5) 37% got higher salaries including a labourer graduating from 800 AED (~$220) to 8000 AED (~$2200) per month. (6) The project is invited to be a part of the Government’s ‘Happy Dubai’ initiative. (7) All costs were pro bono ($0) courtesy our partners. (8) Unprecedented earned media worth $230,000 across TV, Press, Radio and Social Media.
SmartLife is an NPO/NGO for Dubai's labourers, run by white-collared professionals on a volunteering basis. SmartLife's core purpose is to improve the quality and the status of the labourer community in the UAE; shifting them from blue-collar to white-collar. They do this through different channels: (1) Education - we created free English classes as part of Project Akshar (Alphabets) (2) Talent and Skills development - through learning as well as entertainment programs In terms of marketing budgets, being an NGO, their budgets are $0 and they create work based on the strength of their ideas and partnerships out of it.