JWT produces video campaign for Dubai Cares

JWT has created an online video campaign for the education charity Dubai Cares, encouraging people to make donations in exchange for YouTube video tutorials made by children.

The ‘We can teach each other’ campaign shows different children from Tanzania and Sri Lanka demonstrating how to make items such as a boat from a flip flop and a kite from a plastic bag.


In return, viewers are asked to teach them how to read by donating to Dubai Cares via text in both the description and at the end of each video. So far six videos have been uploaded to Dubai Cares’ YouTube channel.

Tariq Al Gurg, chief executive officer at Dubai Cares said: “‘We can teach each other’ is a campaign that promotes a powerful message: children have a natural inclination to learn and we have a responsibility to develop that. From the level of support we have received, the United Arab Emirates community is fully in tune with the message.”