Ramadan 2025 Campaign

The Ramadan 2025 Campaign aimed to drive income including through digital channels – and to uplift a community facing adversity. It achieved ambitious targets: raising £15 million online, increasing unrestricted Zakat income by 5%, and growing non-Zakat unrestricted income by 10%.

The campaign centred around the message “Trust in Allah” – a call for faith and resilience during a time of Islamophobic unrest in the UK and crises abroad. This message guided both creative direction and channel strategy.

Advertising spanned Meta (including standout ‘poetry’ video ads), Spotify, and Western Union. We reached ethnic audiences through Urdu and Bangla-language media and regional Islamic radio. Organic social media marketing included strategic collaborations and culturally relevant content in line with audience values, including a 30-day YouTube faith series and influencer content that blended humour and emotional resonance.

We also expanded Out-of-House (OOH) advertising into five new cities, selected through audience and donation data, driving a measurable increase in brand search and online giving.

As well as successfully-met financial targets, the OOH campaign led to a significant uplift in brand search, and the creative ads received positive feedback. The campaign successfully reassured the community, as reflected in social media comments and feedback to