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The latest campaign launched by Dubai Cares has used an interesting tool in its promotion.

November 6, 2008 12:01 by



Read a million books within two weeks, and a million books will be given to under-privileged children around the world. That’s what Dubai Cares, the initiative launched by Dubai’s ruler Sheikh Mohammed, has challenged school children in Dubai to do.

An interesting bit in the promotion is the use of Burj Dubai. The façade of the building will reflect the total number of books read every evening, and thus people can track the progress of the campaign.

Showing a child his/her contribution to the program on Burj Dubai seems like a great way to motivate them; after all its not everyday that you see your work on the world’s tallest building, right?



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