We started off by researching what makes people choose to affiliate or donate to specific causes. The insight was to think beyond the amount of money being donated to the impact created from a donation. We shifted our perception from money given, to meals donated and used this to guide our thinking on all deliverables.
From this, we thought of the specific context of Ramadan - a month where Muslims abstain from eating or drinking from sunrise to sunset. We identified two shared states between a refugee and a Muslim fasting: hunger and fullness. We analyzed the double meaning of fullness: as being a physical state as well as a spiritual one related to gratitude and fulfilment, and related this to Ramadan, a month of reflection and giving back.
I edited and wrote content for a 15-page brand book including: explanation of the challenge, background of the project, the unique business model, the partners involved and the ultimate goal of the Dubai government.
Developed concept idea, aligned with Salma brand, using real dialogue from a conversation with a 10-year old Syrian refugee girl, aiming to evoke empathy and use design and animation to tell the story in an uplifting and honest way.
Developed concept idea for voucher to resemble back of food packaging in terms of both dimension and design. The information was tailored to the donor so more than a coupon, the voucher could be an informational card that they kept and continued to reflect upon.
The campaign kicked off at a press conference, where all the work came together