In Dubai, laborers who speak English are able 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 learn the language. SmartLife, an NGO for Dubai’s labourers, created Project Akshar to graduate Dubai’s laborers from blue collar to white collar with free English classes. Using visual learning techniques, digital agencies FP7 and DXB wrote the English pronunciations of words in Hindi script. The agencies then placed hundreds of words like these, designed to look like school notepads, across Dubai. Labor camps became educational camps. Public buses became school buses. Mundane routines became inspiring journeys, explained in this two-minute video. The creative team extended their learning across different media by creating flashcards, an interactive karaoke song, print ads and bus shelter ads around labor camps. Project Akshar has graduated more than 5,000 students in twelve months. Alumni have earned promotions, acquired new jobs, higher salaries, started businesses and stepped outside of the cycle of poverty.
Altmann + Pacreau created a campaign to show off the ease of a programmable lawn mower, iMow.