Children in developing countries may need help, but they’re far from helpless.
This is what I learned while working on the annual fundraising campaign for Dubai Cares, a Dubai-based NGO dedicated to supporting education in some of the world's poorest regions.
Beneath the surface of common stereotypes, it became clear that while these children may lack resources, they possess remarkable resourcefulness. In fact, their resilience and creativity can serve as lessons for children in more privileged parts of the world. This insight became the foundation of a campaign that not only raised millions of dirhams in donations but also shifted perceptions about children in developing countries.
The campaign took a multi-channel approach, integrating offline and online media with a mix of press, outdoor ads, radio, mall activations, YouTube videos, and a unique Instagram initiative—setting a new standard for NGO marketing. Check out the case study below for a deeper look. The tutorials were filmed on location in Tanzania and Sri Lanka.
The campaign's impact was profound, winning a Grand Prix, 3 Golds, 4 Silvers, and 3 Bronzes at the Lynx Awards, a Bronze at Cannes, a Bronze at the Loeries, and Silver at the Effies for two consecutive years. Beyond the awards, JWT received a Certificate of Appreciation from Dubai’s ruler, Sheikh Mohammed.
Developed alongside a talented team—creatives Adam Fierman, Mahmoud Alkhawaja, Carl Lundqvist, Mahesh Powar, and strategist Omar El-Gammal—the campaign was brought to life with the support of Aarti Kulkarni, who led the account team, and Souraya El-Far, who oversaw production.
Watch the case study.
Press ads.
The children of Dubai and their parents created the Instagram ABC Book - it's now used in schools in developing countries.
Watch how the tutorials from kids in developing countries became part of the curriculum in this primary school in Dubai.
Tutorial: How to make a kite from a plastic bag.
Tutorial: How to make a lantern from a newspaper.
Sheikh Mohammed Bin Rashid Al Maktoum, ruler of Dubai, awarded JWT with a Certificate of Appreciation for the agency's efforts for Dubai Cares.
