Islam­ic Relief: Hey, you with the beard!’ Great video fundrais­ing to mark the start of Ramadan

Exhibited by
August 22, 2014
Medium of Communication
Broadcast and television.
Target Audience
Type of Charity
International relief/development.
Country of Origin
Date of first appearance
June, 2014.

SOFII’s view

SOFII first saw these videos at an Islamic Relief event to celebrate the arrival of Ramadan. We were completely enthralled and hugely impressed by the instant appeal and evident effectiveness of these short, dramatic, upbeat video stories. When combined with the matched funding opportunity, we were sure Islamic Relief was on to a real winner. And the results so far bear that out. This is great fundraising and powerful use of film, perhaps the most compelling medium of all, for fundraisers.

Creator / originator

Islamic Relief UK.

Summary / objectives

On the 26 June 2014 at the start of Ramadan, Islamic Relief announced that every donation to Islamic Relief UK before 3 August would be doubled with match-funding from the UK Government, up to a maximum of £5 million.

Several short videos were produced to stimulate response to the matched funding appeal in which donors were invited to double their donations, whether to Syria, Bangladesh or wherever, with the additional matched funding received from the Department for International Development (DfID) going to fund an innovative project in Sudan, transforming more than 50 impoverished villages across the country.


‘Whoever saved a life, it would be as if they saved the life of all mankind’ (Qur'an 5:32)


Islamic Relief Worldwide is an independent non-governmental organisation (NGO) founded in the UK in 1984 by a group of concerned postgraduate students. Now a leading international humanitarian agency working in 30 countries Islamic Relief provides development programmes and humanitarian relief throughout Africa, Asia, Latin America and the Middle East. As well as responding to disasters and emergencies, Islamic Relief promotes sustainable economic and social development by working with local communities, regardless of race, political affiliation, religion, or gender.

Islamic Relief is the largest and most successful of the international charities that have grown from the worldwide Muslim faith community. Inspired by the Islamic faith and guided by strong values, Islamic Relief envisages a caring world where communities are empowered, social obligations are fulfilled and people respond as one to the suffering of others.

Ramadan is a time that Muslims all over the world anticipate eagerly. While those who haven’t experienced the holy month might find the idea odd – 19-hour fasts in the UK perhaps don’t sound like something to look forward to – the increased periods of devotion and worship and the spirit of community and generosity are beautiful blessings which make all the hunger and thirst worthwhile for millions of Muslims.


Results were very good. Hopefully, fuller details will follow.

Other relevant information

‘Hey, you with the beard!’: a brilliantly funny spoof on the traditional image of the typical Muslim male makes the case for everyone joining in to change the world, by making a matched donation.
Double your money this Ramadan. When a donor gives to Islamic Relief someone in poverty will get double the food, double the water, double the medicine. That’s double the number of lives changed. Islamic Relief can double donations, with match funding from the UK government.
Rabia’s story is moving, even harrowing. She lives in Sylhet, in Bangladesh, and lost her husband eight years ago leaving her and her daughters all alone. One terrifying night some drunk men broke into her home and beat her, leaving her children at the mercy of the men. Islamic Relief intervened, as they have done for over 50,000 women across Bangladesh.
The plight of Syria’s children. When conflict happens innocent lives are torn apart. The Syrian conflict currently affects over 5 million children, of which at least 7,000 have been killed. Children are suffering severe burns and fatal injuries from shelling. Many have lost everything:family, friends and homes. They have been orphaned and left alone. Across Syria, 60 per cent of hospitals have been destroyed. The lack of treatment leads to children losing their limbs to amputation and new born babies dying in their incubators.