Dubai Cares needed a campaign that could raise at least 4 million Dirhams at a time when donor fatigue threatened donations. With the tendency of social media charity campaigns to generate more social metrics than donations, we needed to do something different. We created the skill exchange, we looked for talented kids living in poverty and featured them in DIY tutorials on YouTube. In response, kids in UAE drew letters of the alphabet while adults shared pictures and text over Instagram for each letter (A #IsFor Ants, B #IsFor Banana, C#IsFor Camera) to create a crowdsourced alphabet book made in the UAE.