Islamic Relief campaign encourages reflection
Media Reach is set to launch this year’s Ramadan marketing activity for the charity Islamic Relief with an outdoor campaign.
For Muslim charities and not-for-profit organisations the holy month of Ramadan is an important period for fundraising. The month ends with Eid, which is marked in the Muslim calendar as a time for sharing and giving to charity.
Media Reach’s campaign embraces print, outdoor and direct marketing. It dispenses with images of starving children and instead opts for encouraging reflection on everyday common practices.
Senior account manager Georgina Kok says: “If, as a charity, you are showing starving children ten years ago and you continue down this creative route, people become desensitised to it."
Sanjay Shan, associate creative director, adds: "We wanted to pose a dilemma to existing and potential donors during the month of Ramadan. The idea is that after seeing the camping the next time they are carrying out actions, such as praying or fasting, they stop to think and not take for granted common practices. For instance, one of the creatives depicts hands in a position, which can either be interpreted as an act of praying or begging.”
Islamic Relief in an international relief and development charity. It is a NGO founded in the UK in 1984.
Media Reach specialises in multicultural communications.
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