Project Akshar (Alphabets) – Graduating Dubai’s labourers from blue-collar to white-collar

With SmartLife, an NGO for Dubai’s labourers, we created Project Akshar (Alphabets) to help labourers improve their status and quality of life.

First, we launched free English classes.

Then, to encourage labourers to enroll, we showed them how easy it is to learn English through creating an innovative visual learning technique.

Labour camps became Educational camps. Transport buses became School buses. Construction sites became Learning sites.

We extended their learning across contextual channels: flashcards, karaoke songs, print ads and bus shelters.

5000+ labourers have graduated from blue-collar to white-collar.

Credits

Tahaab Rais, Head of Insights and Strategic Planning
Paul Banham, Executive Creative Director
Josephine Younes, Associate Creative Director
Nayaab Rais, Associate Creative Director
Vicky Kriplani, Account Director
Sameer Ketkar, Senior Designer
Lokesh Karekar, Visual Artist
Khaled Hamza, Head of Creative Services
Kashif Ahmed/Amit Borawake, Studio Artist/Retouch Artist