Project Akshar (alphabets)

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Akshar 项目 (字母)-从蓝领到白领

案例简介：客户简报或目标在迪拜，学习英语将帮助许多劳工获得更好的工作和薪水。但是，由于平均月薪为 220 美元，工作时间为 12 小时，他们既没有钱，也没有时间自我教育。迪拜劳工的非政府组织 SmartLife 希望帮助他们提高地位和生活质量。执行我们创建了项目 Akshar (字母)，在那里我们开始以 0 美元的价格将迪拜的劳工从蓝领培养成白领。为了鼓励劳动者注册和注册，我们首先需要向他们展示学习英语有多容易。所以，使用有效的视觉学习技术: a)我们接受了对他们有用的词。 b) 用印地语书写他们的英语语音。 c) 然后我们将它们与融入印地语字母表的视觉表现结合起来。 d) 因此，我们创造了单词，通过他们自己的语言教他们英语。然后我们放置了数百个这样的单词,设计看起来像学校的记事本，在他们每天的旅程中，穿过迪拜。我们打印了一个号码，他们可能会给一个未接电话。我们打电话给他们，让他们报名上课。我们把迪拜变成了他们的黑板。劳动营变成了教育营。交通巴士变成了校车。建筑工地变成了学习工地。平凡的例行公事成为鼓舞人心的旅程。我们还通过创建以下渠道扩展了他们的学习: 学习闪存卡、交互式卡拉ok 歌曲、白话媒体上的平面广告、劳改营周围的公共汽车收容所广告。结果 Akshar 项目 (字母) 正在将他们的劳动生活转变为学习生活 :( 1) 到目前为止，有 5000 多名学生在 12 个月内毕业。 (2) 28% 的人已经批准了白领工作的面试。 (3) 12% 在国内推出了企业。 (4) 23% 的人从同一家公司现有的蓝领职位晋升到白领职位。 (5)37% 的人获得了更高的工资; 包括某些工人在短短 12 个月内从每月 800 AED (220 美元) 转移到每月 8000 AED (2200 美元)! (6) 该项目被邀请成为迪拜政府 “快乐迪拜” 倡议的一部分。 (7) 所有费用都是无偿的 (0 美元) 礼貌我们的合作伙伴。 (8)SmartLife 为其品牌创造了前所未有的媒体收入，价值 430,000 美元，遍布全球各地的电视、新闻、广播和社交媒体。在许多其他项目中，该项目得到了暂停、迪拜一号、国家、海湾新闻、 XPRESS 、 Expatwoman.com 、迪拜市政、阿联酋 24/7 、 GEMS 温彻斯特学校、城市 7 、迪拜媒体公司、马诺拉马新闻、 Manoramaonline.com 、 Khaleej Times 、 Gulf Madhyamam 日报以及传染性最佳广告,欧洲新闻，负责任的行为，广告论坛，埃博拉行业，数字概要，创造性罪犯，小黑书和交流。 (9) 在迪拜猞猁 2015 赢得大奖赛 8 枚金牌。相关性 SmartLife 是迪拜劳工的非营利组织/非政府组织，由白领专业人士在志愿服务的基础上运营。智能生活的核心目的是提高阿联酋劳动者群体的质量和地位; 将他们从蓝领转向白领。他们通过不同的渠道做到这一点 :( 1) 教育 -- 我们创建了免费英语课，作为 Akshar 项目的一部分 (字母)。 (2) 人才和技能发展 -- 通过学习和娱乐项目。在营销预算方面，作为一个非政府组织,他们的预算是 0 美元，他们根据自己的想法和伙伴关系的力量来创造工作。

Akshar 项目 (字母)-从蓝领到白领

案例简介：Client Brief Or Objective 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. Execution 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.And to encourage labourers to register and enroll, we first needed to show them how easy it is to learn English.So, using effective visual learning techniques:a) We took words that are useful to them.b) Wrote their English phonetic pronounciations in the Hindi script.c) We then combined them with their visual representation integrated into the Hindi alphabet.d) And as a result, we created words that teach them English through their own language.We then placed hundreds of words like these, designed to look like school notepads, across their daily journey, across Dubai. We printed a number, which they could give a missed call on. And we called them back to enroll them into the classes. We turned Dubai into a blackboard for them. Labour camps became Educational camps. Transport buses became School buses. Construction sites became Learning sites. Mundane routines became Inspiring journeys.We also extended their learning across channels by creating: Learning flashcards, an Interactive karaoke song, Print ads in vernacular media, Bus shelter ads around labour camps. Outcome Project Akshar (Alphabets) is transforming their lives of labour into lives of learning:(1) 5000+ students have graduated thus far in 12 months.(2) 28% have cleared job interviews for white-collar jobs.(3) 12% launched 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 certain workers moving from 800 AED ($220) per month to 8000 AED ($2200) per month in just 12 months!(6) The project has been invited to be a part of the Dubai Government’s ‘Happy Dubai’ initiative.(7) All costs were pro bono ($0) courtesy our partners.(8) SmartLife generated unprecedented earned media for its brand worth $430,000 across TV, Press, Radio and Social Media regionally and worldwide. Among many others, the project was endorsed by Timeout, Dubai One, The National, Gulf News, XPRESS, Expatwoman.com, Dubai Municipality, Emirates 24/7, GEMS Winchester School, City 7, Dubai Media Inc, Manorama News, Manoramaonline.com, Khaleej Times, Gulf Madhyamam daily as well as Contagious, Best ads, Euro News, Act Responsible, Ad Forum, Ebola Industries, Digital Synopsis, Creative Criminals, Little Black Book and Communicate.(9) Won the Grand Prix for Good and 8 Golds at Dubai Lynx 2015. Relevancy 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.