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Helping CDA and HCT helping to get disable Dubaians into the workforce

Our last post of the year needed to be a little uplifting and close the year on a feel-good note.

Over the past 2 months we’ve been helping a group of students from the Higher College of Technology (HCT) develop an advertising campaign for our client the Community Development Authority (CDA). This campaign is to incite companies to recruit more disabled Dubaians and make them an active part of the community.

End November, Fatima Hatem, Roudha Khamis, Shaima Ibrahim, and Mohammed Yousif visited Tonic. We started by teaching them about the production process from the client’s brief to the final ads.


We then guided their strategic thinking until they got to a really interesting platform: People with disabilities have to overcome a lot to be active members of our society. In doing so they develop skills regular folks simply don’t have. By recruiting them you add skills to your workforce nobody else can bring at the table.

I like the positive spin on this, especially since it’s so easy to understand and relate to. We all know about the blinds and their superior sense of hearing, smell and touch.

A couple of weeks ago, the same students as well as Mohammed Abbas, Mohammed Essa, and Fahad Taymour  presented to their teachers, to CDA and to Tonic their strategy, media plan, and creative executions. While there’s still work to be done, I am confident we have the making of some real admen and women in this group.

As soon as I have the final ads, I’ll post them. In the meantime, I want to wish these students and all of you a wonderful New Year’s eve.