Salma is a halal food relief program to help solve the pervasive problem of malnutrition in refugee communities.

Brief: In June 2015, during the holy month of Ramadan, we were asked to create a launch campaign for Salma, raising awareness as well as donations from the general public. 

As a strategist on this project - working closely with a Senior Designer - we created the campaign idea, call to action and content for deliverables including: a brand book, press advertisement, voucher, informational video, promotional video, social media strategy and blog post. 

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. 

During this process, we worked closely with Mohsin Hamid, our Chief Storytelling Officer to come up with a campaign slogan and strategy.

The campaign kicked off at a press conference, where all the work came together and shared with media and local news organizations.