Here’s how we helped the UN World Food Program tackle food poverty during Ramadan
The Thinking
Every year, Muslims donate more than £100 million to charity during Ramadan, through the act of sadaqah. As the sun sets each day, adults can break their fast with water and dates in a ritual known as Iftar. We wanted to focus on the relief and nourishment of Iftar while highlighting the importance of sadaqah to support those for whom hunger is a constant.
The Making
We devised and produced a social video campaign that explores the symbolism
of fasting during Ramadan and highlights the charitable spirit that runs through it. Produced in both English and Arabic, the video was filmed in-camera using real textures and moving studio lighting to replicate the changing light of the sun and moon. We used computer-aided design to plan the lighting rig, which was set up
to create a sense of the passage of time throughout a typical day during Ramadan.
The Blowing Up
This paid campaign was distributed across Facebook and YouTube, where our creative struck a chord with both English and Arabic-speaking viewers.
The Positive Impact
Overwhelmingly positive audience response
Campaign drove a surge of WFP donations during a highly competitive period
Put the WFP brand closer to the heart of new supporters and mobilised viewers to include the organisation in their Ramadan donations
300%
return on investment for media spend
Crystal Award at Ad Stars 2021 in the Film/Diverse Insights category