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ADLaM

Lions Awards (20)
Grand Prix Lion : Test
Bronze Lion : Test
Gold Lion : Test
Silver Lion : Test
Titanium Lion : Test
CLIENT
Microsoft
BRAND
Microsoft
REGION
North America
CATEGORY
Design
Industry Craft
Digital Craft
Creative Business Transformation
Brand Experience & Activation
SDG
Titanium
INDUSTRY
Consumer Services / Telecomms
DESCRIPTION

Pulaar, the language of the Fulani people of West Africa, is spoken by over 40 million people. But for most of history, it had no alphabet. In 1989, two Fulani brothers, Ibrahima and Abdoulaye Barry, set out to preserve their language in written form with a new alphabet, ADLaM. One of their major hurdles has been ensuring AdLam’s survival in the digital age, across texts, emails, websites and social media. So the Barry brothers more recently partnered with Microsoft and McCann to create AdLaM Display, a font optimized for all modern communication platforms, which is now available via Microsoft channels and will soon be deployed widely across Microsoft 365 Office applications.

The Mali government is in the process of recognizing AdLaM as an official alphabet, which will expand access to the language in schools. In Guinea, the Minister of Education has taken steps to ensure ADLaM is recognized as Pulaar’s official alphabet and dedicated schools where ADLaM is a primary language are being built to improve literacy. Businesses are adopting AdLaM in their communications, packaging and more.

Microsoft’s work with AdLaM continues its long history of supporting the preservation of language and heritage of various cultures through its technology and platforms.

AGENCIES
McCann NY