Dubai, UAE, 23rd February, 2009 - MS&L Dubai has been awarded the communications account for Knowledge without Borders (KWB); the Sharjah Government initiative and brainchild of His Highness Dr. Sheikh Sultan bin Mohammed Al Qasimi, Member of the Supreme Council and Ruler of Sharjah; which aims at distributing diverse libraries of 50 Arabic books to up to 24,000 families in the Sharjah Emirate, to inspire and encourage reading within the family unit and help preserve the Emirate's Islamic and Arabic identity.

The project's organizing committee were impressed by MS&L's innovative use of PR and the agency's demonstration of the creative and engaging ways to communicate KWB's messages to Emirati families throughout Sharjah.

"This unique project aims to emphasize the importance of reading in the general growth and development of young minds, and also aims to increase the level of general knowledge and literacy within the local community, by providing Sharjah's Emirati families with a range of interesting Arabic-language books, including titles on religion, health, fiction, as well as children's stories and educational books," commented Marwan J. Al Sarkal, Deputy Head of the Organizing Committee of Knowledge without Borders.

"MS&L had an innate sense of understanding our goal of connecting with and captivating Emirati families and encouraging them to read more; and aptly demonstrated how they could dynamically communicate this messaging - the joys and importance of reading - to local communities across Sharjah."

The Knowledge without Borders project was first initiated in November 2008, and to date, 35 families from across Sharjah's Sheis and Nahwa Villages have been given the Arabic books as part of the scheme. Additional edu-tainmnt type activities are in the pipeline to spread greater literacy throughout the Emirate of Sharjah, with the involvement of school pupils and their parents, including storytelling, lectures, poetry readings, puppet shows, traditional dance performances and drawing workshops; with plans in the pipeline for literacy-promoting activities such as book donation drives, to be later rolled out across the UAE.

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For further information or interview enquiries please contact:
Clementine Stopford
Manning, Selvage and Lee
Tel: +971 4 367 6154
clementine.stopford@dubai.mslpr.com

© Press Release 2009