What is it?
Islamic Relief has launched a new campaign for Ramadan, urging the Muslim community and the wider public to look beyond the politics of war and terrorism and support its work in the midst of conflict in Afghanistan, Pakistan and the Middle East.
The new War on Hunger campaign aims to show that the answers to hunger lie not only in providing short-term food aid but also in support for agriculture and the water systems, schools, healthcare and education projects needed to lift millions out of poverty.
The War on Hunger campaign includes "It’s war" billboards, newspaper and online advertising, and hard-hitting television and cinema adverts. "Insha’Allah, we will not give up on those in need – we will continue to deliver relief in the most dangerous countries in the world" is the message of the campaign’s main TV advertisement, which will also be seen in cinemas across the country.
The advertising for the campaign is supported by three short films focusing on Syria, Pakistan and Afghanistan, which will be shown at events around the country and are also available on YouTube and the Islamic Relief website. Each film includes harrowing accounts of innocent people caught up in conflict or neglected because of it, but also aims to highlight how Islamic Relief is making a difference.
Why is it launching now?
The month of Ramadan is a time when Muslims fast from dawn to dusk and give more than £100m to charity. Islamic Relief receives about a third of its annual income during Ramadan; it has been campaigning on hunger this year as a member of the Enough Food for Everyone IF Campaign.
Why is the charity doing it?
"We’re declaring war on hunger this Ramadan because when we look beyond the war on terror and the politics of the Syrian conflict we see ordinary people who are suffering in the most extraordinary ways," said Jehangir Malik, UK director of Islamic Relief. "We’re working in some of the most dangerous countries in the world and getting aid through to some of the world’s most vulnerable and malnourished people."
Third Sector verdict:
This latest campaign packs a punch. The adverts are eye-catching and send a clear message that goes beyond the political and gets to the human heart of the crisis. The emotional videos are very moving and beautifully shot, meaning viewers won't fail to be affected by what they are watching. Using billboards, newspapers and online advertising means that the public will be reached through a variety of channels and the message will be strengthened.