Muslim Aid
International Charity | Campaign Development
Challenge: Create campaigns for international relief charity serving communities across Asia, Africa, and the Middle East. Balance emotional appeal with dignity and evidence-based impact.
Strategic Approach: Apply 'Hybrid Model' framework balancing emotion, evidence, faith, systems, and relationships. Avoid exploitative imagery while driving donor engagement through authentic storytelling.
Solution: Developed multiple campaign materials including donation letters, programme booklets, and integrated marketing collateral. Created visual approaches that respect beneficiary dignity while communicating urgent humanitarian needs. Work includes ongoing campaigns like Ramadan 2026 (25th anniversary focus on children's healthcare partnerships in Pakistan, Bangladesh, and Somalia).
Impact: Campaigns that generate donor support while maintaining dignity and cultural sensitivity across diverse Muslim and non-Muslim donor bases. Donations were up 56% on the Ramadan campaign.
Role: Campaign Strategy | Design | Art Direction | Copywriting
“Working with Irfan, saw our campaigns achieve a 56% increase in donations for Muslim Aid.”
Main 30 second TV ad
OOH - 48 sheets