UN ShareTheMeal is part of the UN’s World Food Programme. Its innovative mobile app makes it easy to donate towards tackling child hunger.
The challenge was to create work that went beyond simplistic imperatives to donate because it is Ramadan and the rewards are high. Instead, the aim was to generate deep and authentic insights into the experience of Ramadan, both the highs and the lows, and to find humour in some of its human challenges.
In particular, technology has become a key feature in Ramadan life, with social media consumption habits changing for Muslims who will consume more video during Ramadan, share exhortations to do good, and swap Ramadan experiences.
There is a wider insight that Muslims in Britain want to share their Ramadan experiences to wider society, and that a platform to do so is something that they appreciate. In all of this, it was key to respect the religious nature of the month.
By using this approach, we wanted to speak directly to Muslim audiences with references they would engage with immediately and to make the content shareable. It was important to avoid explaining Ramadan in an introductory fashion.
The result was a social campaign featuring a series of comedic films which provide insights into life during Ramadan and promote the charitable cause through the campaign idea of #TheFastLife.
While the fast life is usually about money, cars and showing off, this film subverts all of those and instead gives it new meaning. The play on words is clear and engaging. #TheFastLife campaign celebrates with warmth and humour the activities characteristic of the season. Key to this is the Ramadan tradition of charitable donations, and the ultimate message being how quick and easy it is to feed a hungry child via the ShareTheMeal app.
The campaign centres on a fictional Muslim character, Luxe Wahid, played by British Muslim comedian Prince Abdi, who is an aspiring social media influencer vlogging about his ‘fast life’ during Ramadan. We see various moments of his Ramadan day, with funny insights that will resonate with the young socially savvy Muslim target audience and their own experiences during Ramadan. Despite the glitzy overlay in the style of the films, we learn that at its heart, the real fast life is about sharing the special experiences of the month, especially the act of giving to charity.
The call to action is that the ShareTheMeal app is the perfect way to donate and make the most of Ramadan’s blessings. The social campaign, debuted during Ramadan has already seen engagement across channels, driving visitors toward donating on the ShareTheMeal app.