The National Zakat Foundation (NZF) approached us to create a video that would help highlight the importance of Zakat (a voluntary charitable tax) in the Muslim community. Fitting within a wider pre-planned campaign, the objective of the video was to drive Muslims to the NZF website (and the online tools on the site) during Ramadan, and ultimately encourage payments.
Comms, Video & Animation
Right Here. Right Now.
National Zakat Foundation
But just as we were in the process of planning logistics for a shoot and finalising the storyboards, the Covid-19 pandemic struck the UK. Given that Zakat offers economic support to those in poverty, this didn’t just delay our plans, it fundamentally altered the brief. Working closely with the team at NZF, we reworked the concept to address the situation (in the knowledge Ramadan would begin under lockdown) and switched to an animated approach, which we could progress in line with the timescales.
Combining a distinctive style and colour palette with an understated yet affecting voice-over, we created a short video that told the story of neighbours within a Muslim community, highlighting both the seriousness and urgency of the need, but also the kinship and similarity between Zakat giver and Zakat reciever.
Launched in April, the video achieved:
Over 41,000 YouTube views (including 2,500 in the first two days)
Over 14,000 Twitter views
Over 85,000 Facebook views