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Madrasati: A Queen Rania Initiative

I worked with Her Majesty, Queen Rania Al Abdullah of Jordan and her team at the Royal Hashemite Court to launch an education initiative in Palestine. Madrasati means "my school" in Arabic. It's a non-profit focused on improving education and school infrastructure across the Middle East. The schools and students face some unique challenges though, and throughout the Middle East people are desensitized, and feels powerless to effect change. So we needed to take a more positive insightful route- These kids actually *want* to go to school. Crazy, right? I was both writer and ACD on this one, working with a conceptual Arabic writer to ensure concept, copy, back-translation and dialect were spot on.

Project Roles
Copywriter, Creative Director
Company
TBWA\RAAD
Skills
Copywriting, Creative Direction, Conceptual, National / International, TV
Media
Commercials - Broadcast, Social Media Content
Project Industries
Education, International, Non-Profit