Challenge

The main goal of the Mohammed bin Rashid Initiative for Smart Learning was to provide every student in the UAE's classrooms with an electronic tablet and access to high-speed 4G networks by 2017. It is an ambitious plan that deserves maximum publicity.

The Ghostwriters was asked to craft a creative script and slogan to promote this visionary initiative – and to raise widespread awareness that a visionary leader was taking active steps today that would impact and better the lives of the UAE's students tomorrow. 
 

Solution

This initiative was focused on a vision for the future, so The Ghostwriters created a script that linked the present with the future, the now and the then. We used the simple yet effective slogan Tomorrow's vision… today as the foundation for the script. This was built upon as we highlighted that today's achievements are a result of the advent of the internet, how knowledge has become accessible with one click, and how smart learning is the learning of the future. 

The hugely successful Smart Learning initiative has become a model adopted by other countries in their effort to develop technology-based learning.