Challenge

Education is all about give and take – learn from the past and contribute to the future. This message was at the heart of the UAE Ministry of Education's campaign to promote education as the foundation for the growth of the UAE. 

The Ghostwriters was called in to help craft a creative slogan that was in line with the UAE government's vision – a message that would both inspire and encourage today's youth to learn for the future.

Solution 

We combined our passion for words with our love of the UAE to help the Ministry of Education spread its word with the message: I learn from my country, so that I can help my country. We focused on the idea of 'give and take' in this slogan as we understand the importance of 'giving' in Arabic culture. This message was written to stir up patriotism, ambition and zeal. 

This remains the official UAE Ministry of Education slogan to date. 

Challenge

The Ministry of Health's drive to raise awareness of diabetes was a life-changing campaign – one that needed us to deliver the message in a no-nonsense and instantly memorable way. The campaign was launched on World Diabetes Day for maximum impact – and The Ghostwriters was commissioned to develop the all-important campaign slogan, and TV and radio scripts. 

The message needed to be conveyed in a direct manner – like a wake-up call. And, to successfully reach a whole community, the campaign had to be simple, easy to understand and memorable. 

Solution

The Arabic word for 'diabetes' is 'Sukkari', which means 'sugar'. Inspired by the sweet nature of sugar as opposed to the bitter consequences of diabetes, we came up with the widely acclaimed Arabic slogan: Life is sweet, Diabetes is bitter. 

Simple, uncomplicated and a memorable play on words, this slogan conveyed the message behind the campaign quickly and effectively. It was a serious message, yet easy to 'swallow'. 

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. 

This remains the official UAE Ministry of Education slogan to date. 

Challenge

The INDEX ONE safe birth kit is a locally-manufactured product with a global reach, one that needs to attract international attention: lives depend on it. The Ghostwriters was asked to write a video script that would persuade the decision-makers – world leaders and high profile UN officials – to purchase this product and promote its use within their countries.

The script needed to immediately capture the viewer’s attention and deliver a hard-hitting message – and it needed to have maximum impact in minimal time. 

Solution

The Ghostwriters focused on the life-changing, and life-saving, qualities of the birth kit – and let the cold hard facts of newborn deaths and deaths in childbirth do all the talking. Rather than dress the message in colourful language, we focused on straight talking. It was all about getting to the point: using the shock factor and then presenting the unavoidable solution.

In addition, we stressed that the INDEX ONE safe birth kit is another example of how the UAE is looking to the future, learning from the past, and changing life for the better – today.