The Middle East has the highest number of special needs children, who are not accepted in society because of social stigmas.

And as a result, even schooling them costs 3 times more than average; which means that many of their parents cannot afford quality education.

As the region's biggest bank that actively integrates special needs individuals, Emirates NBD changed people’s perspectives creating a nationwide campaign that spread not just in the region but also went global.

We did this by not creating a typical fundraising pity party but by using the children’s strengths, their own artistic talents, to paint their future, changing it for good.

We invited affluent art patrons to an exhibition called 'Perspectives' featuring exclusive work, without revealing the artists.

We conducted a live auction for all patrons. What they didn’t know was that the talented artists were the children themselves.

For the first time in the Middle East, children who were pitied and isolated, were seen as able members of the community; no longer seen as special needs, but as special talents.

Every piece bought contributed to them getting the quality development they deserved.

Leading art galleries drove additional contributions.

The video gained endorsement from special needs and other worldwide platforms, including featuring on UN's Autism Awareness Day. With earned media amounting to $450,000 thus far, it has become the most talked-about idea about special needs from the Middle East. And the $150,000 raised in funds (and counting) has funded the education for 40 children and counting.

We created an art exhibition called PERSPECTIVES, showcasing exclusively curated work created by upcoming, talented artists.

We partnered with UAE’s leading art galleries - ProArt, Christie’s, Cuadro.

We sent direct and eDM invitations to their members, and to Private, Upper Affluent and Mass Affluent customers of Emirates NBD.

We launched the exhibition in a premium district in Dubai.

We conducted a live auction in conjunction with a leading auction house, where art patrons could own those works of art.

We then gave them the opportunity to meet the talented artists.

What they didn't know was that the artists were in fact, special needs children.

We created a branded video for Emirates NBD and the PRIDE program which captured people’s experiences and surprise, that was seeded online across owned, earned and shared platforms generating considerable PR, word of mouth and conversations around the integration and acceptance of special needs children.

(1) The video became the most watched and shared video ever on special needs in the Middle East, changing people’s perspectives, with over 1.2 million unique views and counting, 50 million+ impressions, reaching over 40 countries.

(2) The video gained endorsement from leading special needs and other leading media platforms around the world.

(3) It was also featured as part of the UN-sanctioned World Autism Awareness Day as well as part of the #LIUB (Light It Up Blue) social media movement.

(4) And the idea collectively generated considerable international word of mouth for the cause amounting to $450,000 and counting.

(5) Volunteers for the schools supported by Emirates NBD increased by 24%.

(6) 11% more parents were encouraged to register their special needs children in to schools.

(7) And most importantly, over 40 children are now receiving their right to first-class education, taking confident steps into a more accepting tomorrow.