The WARC Podcast Behind the winning work: WARC Rankings Effective 100
Apr 1, 2025
Socrates Papazoglou, Executive Vice President at McCann New York, shares insights into the award-winning campaign 'ADLaM: An alphabet to preserve a culture' for Microsoft. The discussion highlights how this initiative empowers Fulani communities by providing a written language, enhancing literacy, and preserving cultural identity. He emphasizes the pivotal role of community collaboration in the creative process, illustrating how feedback refines ideas. The podcast also touches on the integration of the Adlam typeface into Microsoft products, driving accessibility and representation.
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Adlam's Origin
- Microsoft partnered with the Barry brothers, who developed Adlam, an alphabet for the Fulani people.
- The Fulani, a West African nomadic group of 60 million, previously relied on oral communication.
Accessibility Challenges
- Initial efforts focused on integrating Adlam into Microsoft 365 products.
- A key learning was the need to create Latin versions for broader accessibility and public visibility.
Community-Based Development
- Collaborate closely with the community when developing solutions.
- Iterative processes based on community feedback are crucial for success.