The idea was to show the potential of kids living in poverty by asking them to create DIY tutorials on how to make toys out of anything.

In return, kids in the UAE drew up the letters of the alphabet and adults shared text and pictures for each on Instagram (A #IsFor Ants, B #IsFor Banana, C#IsFor Camera) to create a crowdsourced alphabet book.

Every touch point of the skill exchange had a call to action to donate.

The campaign proved that while kids living in poverty may need our help, they are not helpless.

We travelled to Tanzania and Sri Lanka to look for talented kids to create the tutorials. The tutorials were released on the Dubai Cares YouTube channel. As the videos picked up views, we launched ads featuring the same kids who created the tutorials. With activations and an Instagram promotion, we created a crowdsourced alphabet book. The books will be distributed to the children who need them the most. The campaign ran according to the original plan but we also managed to visits schools to feature the tutorials in an arts & crafts lesson.

The campaign doubled last year's contributions, raising millions of Dirhams to help educate kids living in poverty. (Please check the confidential section to find out more.) Online we reached over 300,000 views on YouTube, 130,000 impressions on Twitter and over 250,000 reach on Instagram. Thousands of the crowdsourced alphabet books will be distributed in English, French and Arabic to the children who need them the most.