Islamic Relief appoints Media Reach for 2008 campaign

Islamic Relief appoints Media Reach for 2008 campaign

Media Reach, who specialise in multicultural communications, wins Islamic Relief account second year running. Media Reach aims to build on their success of last year’s campaign, which saw £3.5 million pounds generated – up 25% from the previous year. That’s not all; 6% of supporters gave 50% of the total raised last Ramadan (Muslim month of fasting) to the international relief & development charity – Islamic Relief.

Last year’s campaign ran from mid September to first week of November, covering Ramadan (a time to reflect and appreciate what you have) and Eid, which is marked in the Muslim calendar as a time for sharing and giving. The integrated multimedia campaign involved Television commercials, Outdoor, Digital and Outreach activities. The highlight of the campaign was the Outreach activity, which spanned across seven cities, namely London, Bradford, Manchester, Birmingham, Glasgow, Cardiff and Leicester. Teams distributed free bottled water at the time of ‘Iftaar’ (breaking fast), which metaphorically represented an act of providing relief to the draught victims in Asia and Africa.

Islamic Relief’s UK Manager, Jehangir Malik says, ” We had a very effective partnership approach and shared our experiences to develop a campaign that raised our profile, reached more people, raised more money and most importantly, helped more people in need. It was one of our most successful campaigns to date and we hope to build on that achievement in Ramadan 2008.”

Javed Husain, Media Reach’s Executive Creative Director, says, “We are very excited to be working with Islamic Relief once again. This year’s campaign will build on last year’s by using the same elements but to bigger extent. There will be a new creative that will launch in September in time for the start of Ramadan”.

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Name: Kiran Abdeen
Phone: 0207 751 3333