DDB GROUP GERMANY, Berlin / VEREIN FUR BERLINER STADTMISSION / 2017
Words of Welcome is an initiative that turns every aid donation into a German language lesson.
Together with language experts, we developed a phonetic system that combines the Arabic and German languages. For the names of the most essential daily items, we created labels with phonetic transcriptions of the product’s name. By reading these labels aloud in Arabic, refugees can instantly pronounce the word in perfect German. With every relabelled product, refugees add a new German word to their vocabulary.
We created transcribed labels for 28 essential aid items for refugees:
Water, adhesive bandages, shower gel, shampoo, soap, baby milk, baby bottle, diapers, baby pacifier, sanitary pads, toothpaste, toothbrush, cough syrup, football, winter jacket, underwear, socks, note book, reading book, batteries, blanket, razor, handkerchiefs, rain boots, Teddy bear, cookies, nuts and hot water bottle.
In collaboration with multiple refugee shelters, we selected the most essential products that serve the basic needs of the refugees. Next, we developed a phonetic system together with language experts to create phonetic transcriptions for the names of these items. To support as many people as possible, we created these transcriptions in three languages: Arabic, Farsi and Urdu.
By printing the transcriptions on a simple roll of tape, we made it easy for volunteers and refugees to repackage the donations on site. The tape uses 7 colours representing different product categories – helping to differentiate food, sanitary, medical and baby products. The Words of Welcome platform caters for the first 28 words every refugee needs to learn so they can communicate their basic needs: Sanitary towels, toothpaste, plasters (Band Aids), water….
An online platform enables people to spread the word to other citizens, brands and corporations to attract new sponsors.
We empower Syrian refugees in Germany to instantly communicate their basic needs in German. (Please see case film for reference)
To date, we have produced over 70,000 metres of tape to help refugees learn German – helping asylum seekers feel more understood and welcome in their new environment.
DDB GROUP GERMANY, Berlin
2016, VEREIN FUR BERLINER STADTMISSION