Can an alphabet preserve a culture?

The language of the Fulani people of West Africa, known as Pulaar, is spoken by over 40 million people, but for most of history, the language had no alphabet. Determined to preserve their native language since they were children, the Barry brothers created ADLaM, a handwritten alphabet for their people.

Yet the need remained to digitize the alphabet so it could be used to communicate in the modern digital world, empowering the Fulani people to conduct business, connect through social media and find information in their own language.

CREDITS

Microsoft

BRAND DIRECTOR: Steve Simmons

COMMUNICATIONS MANAGER: Hannah Westing

GENERAL MANAGER: Lori Gross

CAMPAIGN DIRECTOR: Phyllis Murphy

AGENCY / CREATIVE

McCann North America

CREATIVE: Sean Bryan

CHIEF CREATIVE OFFICER: Pierre Lipton

EXECUTIVE CREATIVE DIRECTOR: Pete Johnson

EXECUTIVE CREATIVE DIRECTOR: Christiano Abrahao

CREATIVE DIRECTOR: Luke Flynn

CREATIVE DIRECTOR: Guilherme Racz