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, Dignified Storytelling, which is a global alliance of storytellers who work together to advocate the importance of upholding the dignity of people featured in stories. To create awareness of this concept, a Dignified Storytelling Principles handbook, was launched. This handbook was the product of close consultations between prominent global storytellers from different walks of life who united through this platform to exchange knowledge and best practices. SKM Marketing was brought in to lead the global marketing effort for this initiative.
All niche events held at Expo2020 Dubai were promoted to ensure active community participation and turnout. Different marketing channels were leveraged to engage and attract visitors, liaising with strategic partners and the Expo’s social media team to amplify the initiative and create awareness about it.
All active social media platforms for the Dignified Storytelling brand were managed and updated with daily posts and announcements. The platforms primarily included Facebook, Instagram, Twitter, LinkedIn, and YouTube.
An advocacy campaign was launched to champion the Dignified Storytelling movement, encouraging storytellers to embrace and uphold dignity in their narratives. Global storytellers were actively engaged and invited to join a supportive community that empowered them to share their positive experiences, values, and beliefs. This collaborative environment fostered meaningful connections and inspired mutual growth. During this period of heightened advocacy, there was also a significant increase in signatures for the Dignified Storytelling pledge, reflecting the growing commitment to the movement’s principles.
A multi-channel digital campaign was strategized and implemented, which included paid ads published on social media as well as Google Search and Display. Geo-fencing and other tools were utilized for location and demographics specific targeting.
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 by SKM Marketing. In liaison with the initiative’s Finland-based creative agency, Mandag, the Dignified Storytelling Handbook was launched in different languages i.e. 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 that included custom-made short-form videos, captions, animations, visuals, and banners.
