Fulani, the world's largest nomadic group, lacked a written language for generations. The Barry brothers created a handwritten alphabet named ADLaM. To broaden its reach and usage, it needed to transition into the digital world. The brothers then teamed up with Microsoft, collaborating to digitize it for 40 million Fulani globally, accelerating the evolution with real-time community feedback. Now, ADLaM is accessible on over one billion devices, ensuring the preservation of language and culture for generations.

The combined efforts of the Barry brothers and Microsoft helped ADLaM gain popularity within the Fulani community spread across the globe — helping secure the future of the alphabet and their culture for future generations:

• ADLaM is being made accessible on over 1 billion devices worldwide.

• The Government of Mali is in the process of recognizing ADLaM as an official alphabet in their constitution.

• Guinea’s Minister of Education is taking steps to ensure ADLaM is recognized as Pulaar’s official alphabet.

• The alphabet will also be used to preserve the Bambara, Bozo and Dogon languages due to shared phonology and syntax with Pulaar.

• The first two ADLaM-focused schools will open this year in Guinea and for the first time, allow Fulani children to study a full curriculum in their native tongue.

• The new alphabet is being used on social media to fight illiteracy. The project also sparked the co-creation of the first ADLaM dictionary, through the hashtag #ADLaMRe.

Recognition:

• Cannes Lions: 2 Grand Prix / 2 Gold / 1 Silver / 2 Bronze

• Ranked by AdAge as the #1 award-winning campaign of Cannes Lions 2023.

• ADLaM also led to McCann New York to rank as the #1 fulfilling New York agency in Cannes.

• LIA: 1 GP / 4 Gold / 2 Silver

• Campaign US Big Awards: Agency of the year / Best Tech Campaign / Best Purpose Driven Campaign / Best Campaign

• Epica Awards: Grand Prix / Gold / Agency of the Year / Network of the Year