Muslim Aid - Ramadan Campaign
My role
Design | Typography | Art Direction | Project Management | Artwork
A Muslim NGO campaign that highlights and celebrates the benefits of Zakat (Charity)
Muslim Aid is one of the biggest charities in the UK. Working in over 70 countries on relief and development projects with a view to helping local people becoming self-sufficient.
I created and led an integrated campaign for Ramadan. It sought to change the usual Ramadan narrative of using beneficiaries as victims. Feedback had shown donors were not responding to this approach.
The strapline, "Zakat. I paid with Muslim Aid" was developed to highlight that they were the go to organisation to calculate and distribute your Zakat. The creative used Muslims from numerous backgrounds, professions, ages and ethnicities to illustrate the diversity and breadth of the Muslim community in the UK. I led and managed a small creative team to even cast the models and deliver the direct mail, digital ads, social media, OOH, DOOH, TV and print ads. This campaign saw a 56% increase on previous years donations.
“Working with Irfan, saw our campaigns achieve a 56% increase in donations for Muslim Aid.”
Main 30 second TV ad
OOH - 48 sheets