Islamic Relief
- Qurbani Campaign

Client: Islamic Relief - Europe largest Muslim Charity. A member of the governments DEC body - Islamic Relief is dedicated to alleviating the poverty and suffering of the world's poorest people.

Mission: To develop the charities 2008 Qurbani campaign along the lines of a seasonal “ask” - with legs to evolve into a winter appeal. As such the concept hangs firmly on the proposition - “the season of sacrifice”. Feeding the needy and keeping them warm go hand in hand as Qurbani becomes more than a one day sacrifice. Users are drawn to a question with regular donation exit point and content educates provides proof points as to why their help is needed. Subsequently "giving" becomes the new spending.

Deliverables: