DUBAI CARES: I Can Teach You Too, 4 [image]

Credits & Description:

Agency: J. Walter Thompson Dubai
Brand: Dubai Cares
Country: United Arab Emirates
Advertising Agency: J. Walter Thompson Dubai
Entrant Company: J. Walter Thompson Dubai
Media Agency: J. Walter Thompson Dubai
Pr Agency: J. Walter Thompson Dubai
Production Company: Muddville, Dubai
Additional Company: Muddville, Dubai
Chief Creative Officer: Ramsey Naja (J. Walter Thompson - Dubai)
Regional Creative Director: Richard Hol (J. Walter Thompson - Dubai)
Associate Creative Director: Carl Lundqvist (J. Walter Thompson - Dubai)
Senior Art Director: Mahmoud Alkhawajeh (J. Walter Thompson - Dubai)
Head Of Tv: Souraya Elfar (J. Walter Thompson - Dubai)
Senior Copywriter: Mouran Boutros (J. Walter Thompson - Dubai)
Senior Account Executive: Rula Hajjar (J. Walter Thompson - Dubai)
Account Director: Aarti Kulkarni (J. Walter Thompson - Dubai)
Copywriter: Adam Fierman (J. Walter Thompson - Dubai)
Photographer: David Deveson (Freelancer)
Senior Art Director: Mahesh Powar (J. Walter Thompson - Dubai)
Planner: Omar Elgammal (J. Walter Thompson - Dubai)
Account Executive: Alaa Al Hai (J. Walter Thompson - Dubai)
Chief Creative Operations Officer: Chafic Haddad (J. Walter Thompson - Dubai)
Outcome:
The campaign doubled last year's contributions, raising millions of Dirhams to help educate kids living in poverty. (Please check the confidential section to find out more.) Online we reached over 300,000 views on YouTube, 130,000 impressions on Twitter and over 250,000 reach on Instagram. Thousands of the crowdsourced alphabet books will be distributed in English, French and Arabic to the children who need them the most.
Execution:
We travelled to Tanzania and Sri Lanka to look for talented kids to create the tutorials. The tutorials were released on the Dubai Cares YouTube channel. As the videos picked up views, we launched ads featuring the same kids who created the tutorials. With activations and an Instagram promotion, we created a crowdsourced alphabet book. The books will be distributed to the children who need them the most. The campaign ran according to the original plan but we also managed to visits schools to feature the tutorials in an arts & crafts lesson.
Campaign Description:
The idea was to show the potential of kids living in poverty by asking them to create DIY tutorials on how to make toys out of anything. In return, kids in the UAE drew up the letters of the alphabet and adults shared text and pictures for each on Instagram (A #IsFor Ants, B #IsFor Banana, C#IsFor Camera) to create a crowdsourced alphabet book. Every touch point of the skill exchange had a call to action to donate.The campaign proved that while kids living in poverty may need our help, they are not helpless.
Strategy:
We focused the campaign on parents with kids in schools who can empathize with the importance of education. As a secondary audience, kids themselves were a major audience as they were major influencers in changing perceptions and attitudes. So it was going to be important to work with parents, schools and schoolchildren to get our message across and make a real difference.To reach them we had to go where they went. And to make the most out of each channel. Our print and outdoor ads had to stand out. Our content had to be buzz worthy. Throughout the campaign we encouraged people to donate and get involved.
Synopsis:
Dubai Cares is one of the oldest and trusted NGOs in the UAE dedicated to helping educate kids living in poverty. Over the past few years, it has become increasingly difficult to appeal to people to raise more funds as competition among charity-drives grew. With all the gloom and doom in the news, from the migrant crisis, terrorism to natural disasters, donor fatigue threatened donations. And while social media is a great avenue to raise awareness for a cause, few engage with charity campaigns beyond the click of a Like button. How can we engage people in a way to overcome donor fatigue?