Human Appeal

Iftar For All

SERVICES:

  • Media Relations
  • Business Profiling
  • Narrative Building
  • Comms Strategy
Human Appeal

Iftar For All

SERVICES:

  • Media Relations
  • Business Profiling
  • Content
THE COMMS CHALLENGE

Human Appeal is a faith-based but not faith-specific UK humanitarian aid charity with projects carried out all over the world to support vulnerable communities. Many of its campaigns align with major events within the Islamic calendar.

Ramadan is a period of peak charitable giving every year, so standing out at such a congested time is essential to increase donations for global projects. To highlight Ramadan’s role we devised a communications campaign around reducing food waste, a concept which proved ahead of its time before the cost-of-living crisis began to bite across the UK.

With the key insight that many invest significantly in Iftar meals during the month-long celebration, we identified a partner in OLIO, a food sharing app that reduces food waste.

Together, we launched an initiative to encourage those with excess food from Iftar meals to share with local communities, a concept that struck a chord for those both in and outside of the Islamic faith.

THE COMMS CHALLENGE

Human Appeal is a faith-based but not faith-specific UK humanitarian aid charity with projects carried out all over the world to support vulnerable communities. Many of its campaigns align with major events within the Islamic calendar.

Ramadan is a period of peak charitable giving every year, so standing out at such a congested time is essential to increase donations for global projects. To highlight Ramadan’s role we devised a communications campaign around reducing food waste, a concept which proved ahead of its time before the cost-of-living crisis began to bite across the UK.

With the key insight that many invest significantly in Iftar meals during the month-long celebration, we identified a partner in OLIO, a food sharing app that reduces food waste.

Together, we launched an initiative to encourage those with excess food from Iftar meals to share with local communities, a concept that struck a chord for those both in and outside of the Islamic faith.

EXPANSION

Our 2022 campaign was so successful that it attracted the attention of Hellmann’s Mayonnaise, which has been developing its own messaging around reducing food waste.

We developed this partnership for the 2023 Ramadan campaign. This time around, we distributed co-branded food parcels to UK food banks in Birmingham, Manchester and London, to support anyone experiencing food poverty, irrespective of faith.
Working closely with Hellmann’s PR team, we launched the campaign to local and national media, to raise awareness of the Iftar For All food boxes, and to champion the important message of tackling food poverty while reducing food waste at a peak time in the Islamic calendar.
EXPANSION

Our 2022 campaign was so successful that it attracted the attention of Hellmann’s Mayonnaise, which has been developing its own messaging around reducing food waste.

We developed this partnership for the 2023 Ramadan campaign. This time around, we distributed co-branded food parcels to UK food banks in Birmingham, Manchester and London, to support anyone experiencing food poverty, irrespective of faith.
Working closely with Hellmann’s PR team, we launched the campaign to local and national media, to raise awareness of the Iftar For All food boxes, and to champion the important message of tackling food poverty while reducing food waste at a peak time in the Islamic calendar.
THE RESULTS
THE RESULTS
10
Pieces of coverage
on the Ramadan initiative in 2022, including 2 local BBC Radio interviews
37
Pieces of coverage
including Sky News, MSN, BBC Radio Manchester and the Islam Channel.
+1 billion
Audience reached
Total combined audience reach in 2023
TESTIMONIALS
TESTIMONIALS

“The team at the Media Foundry have been instrumental in working with us to elevate our media stature.

“The team at the Media Foundry have been instrumental in working with us to elevate our media stature.

Flexible, strategic, and consultative, the support we have received from the team across a number of comms tactics from issues management and rapid response through to structured thought leadership in often competitive spaces has quickly become recognised and respected throughout our organisation.”

Flexible, strategic, and consultative, the support we have received from the team across a number of comms tactics from issues management and rapid response through to structured thought leadership in often competitive spaces has quickly become recognised and respected throughout our organisation.”

Adam Zeidan

Global PR, Advocacy and Research Manager, Human Appeal

Adam Zeidan

Global PR, Advocacy and Research Manager, Human Appeal