Brand: Microsoft​

Agency: McCann New York​

2024

The Challenge

How can a CSR campaign produce a visible impact and bring long-term benefits to a community?​

The Fulani people, the world’s largest nomadic group in West Africa, faced a unique challenge: Pulaar, their native tongue, had no alphabet. ​

After two natives began working on developing it, the problem was how to integrate this alphabet into the modern digital world? ​

With Microsoft's support, the Fulani people could finally type their language on computers, making it accessible to their community. ​

In doing so, Microsoft helped preserve an entire culture for generations to come. ​