Dubai Cares
Dubai Cares, a philanthropic organization based in the UAE, is committed to transforming the lives of children and youth in developing countries by providing access to quality education, vocational training, and educational technology. Through partnerships with governments, NGOs, and the private sector, the organization supports the achievement of UN Sustainable Development Goal 4 (SDG 4), promoting inclusive and equitable education for all. Dubai Cares also addresses key barriers to education, including poverty, gender inequality, and inadequate infrastructure.
Work completed
Projects
Marketing Management
Dubai Cares launched an initiative named “Dignified Storytelling”, a global alliance of storytellers who work together to advocate the upholding of dignity of the subjects of stories. It launched a Dignified Storytelling Principles handbook, which was the product of close consultations among top storytellers from different walks of life who come together to exhange knowledge and best practices through this platform. The Dignified Storytelling team brought on SKM Marketing as the marketing consultant to spearhead its marketing ahead of Expo 2020 being held in Dubai.
At Expo 2020, SKM marketing initiated event management for all events at the expo organised by Dignified Storytelling. The work included promoting the events to drive visitor footfall at the expo, liaising with the Expo’s social media team to amplify the mission and values of the initiative and create awareness about the brand.
All social media platforms for the Dignified Storytelling brand were managed with daily posts and announcements. These included Facebook, Instagram, Twitter, LinkedIn, and its YouTube channel.
An advocacy campaign was run for three quarters to a year to promote the Dignified Storytelling movement, to encourage storytellers to learn about upholding dignity in their storytelling approaches, to educate them on the principles of dignified storytelling and to actively advocate for it. A network of storytellers from around the world was researched and engaged, and a nurturing community was created to empower them to share their positive experiences, values, or beliefs with others. Signatures for the Dignified Storytelling pledge also accelerated during this time of active advocacy.
The overarching multi-channel digital campaigns strategy was created and implemented after management approval, with collaboration with hired agencies that were responsible for setting up and optimizing the campaigns in the back-end. Data analytics received in regular reports provided by agencies was examined to highlight areas of improvement, track budget spend, and suggest ideas to optimize campaigns.
Extensive market research was carried out to gain insights into industry trends and intelligence that would shape marketing strategy, guide decisions, enhance customer experiences, and improve overall marketing performance.
Design and production
The design and creation of various digital assets was undertaken. SKM Marketing liaised with Mandag, the primary creative agency based in Finland to complete and deliver the design of the Dignified Storytelling Handbook in multiple languages, English, French, Spanish and Arabic.
Content
Content marketing was crucial to develop the brand’s tone of voice. Extensive social media collateral was created for daily posts and multimedia that included custom-made short-form videos, captions, animations, visuals, banners and so on.
