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 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.