Back Off Radio

Ben Knight, ECD,
Logan Allanson, ACD,
Michael Widgery, Art Director and Copywriter,
Kate Bevan, Client servicing,
Sophie Wordley, PR

Project Akshar (Alphabets)

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.