Skip to main content


Lions Awards (7)
Grand Prix Lion : Creative Business Transformation, Design
Gold Lion : Brand Experience & Activation, Industry Craft
Silver Lion : SDG
Bronze Lion : Brand Experience & Activation, Creative Business Transformation
Microsoft 365
North America
Brand Experience & Activation
Creative Business Transformation
Digital Craft
Industry Craft
Consumer Services / Telecomms

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.

Read more about the Barry brothers’ quest to preserve the Fulani language on

McCann NY
Craft NY