Category sponsored by Wonderful Workplaces
What was the aim?
Ramadan is the holiest month of the year for Muslims, a time to donate and think of others. With a core objective of raising £11m, the Ramadan Campaign of 2018 aimed to draw on the spirituality of Muslims using a bold tagline "For the love of Allah". The campaign also aimed to raise awareness in the wider community, show why the charity carries out its life-saving work and dispel some of the negative stereotypes associated with Muslims
What did it involve?
Working with the creative agency We are Tudor, the charity developed imagery that resonated with its audience’s spirituality, including a pair of hands praying. An integrated creative approach took in the charity’s website, billboards, buses, tube carriages, mosques, fundraising dinners and volunteer activities, as well as email shots, digital marketing and press coverage.
A tongue-in-cheek video, placed on social media and TV, highlighted the risks and challenges of delivering aid in some of the toughest parts of the world. The England cricketer Moeen Ali endorsed the campaign, as did MPs including Jeremy Corbyn and Penny Mordaunt.
What did it achieve?
The campaign raised a total of £11.4m. Income was up by 3 per cent compared with the previous year and the charity secured 19,900 new donors. The campaign videos were watched by more than 1.1 million people, and 4.4 million were reached by social media. More than 2,000 volunteers engaged in various activities throughout the country, reinforcing the charity’s brand and Ramadan messaging.
Finalists
Action for Children with Arthur London and The Kite Factory for Secret Santa
Anthony Nolan for Be a Lifesaver
Diabetes UK with JAA and Arthur for Be In The Know
RSPB with Cherry Tiger for Big Garden Birdwatch 2019
