Mohammed Bin Rashid Al Maktoum Initiatives - Arabic Reading Challenge
The Arab Reading Challenge (ARC) is the largest reading initiative for students across the Arab world and beyond. It seeks to instill the habit of reading, and a passion for knowledge, deep in the DNA of young students. ARC was launched in the 2015-2016 academic year and engaged students from the first to 12th Grades. The Challenge takes place throughout the school year, with a comprehensive follow-up system that includes qualifications at school level, country level and regional level, with a final ceremony held in Dubai.
We used the paid media to spread awareness and engage students all over the Arab world.