Perspectives

Background

The Middle East had an unacceptably high number of special needs children, who were not accepted in society because of social stigma. As a result, schooling them cost three times more than average. Hence, many of their parents could not afford quality education.

As the region's biggest bank, catering to the special needs of its individual customers, Emirates NBD wanted to change people's perspectives on special needs children, not through arousing pity but through admiration.