MyTenNights is an online fundraising platform that automates donations across the last ten nights of Ramadan. With steady growth year on year, the team partnered with us to propel the brand and make it a staple in the Ramadan charity landscape. So, we produced an integrated campaign across offline and online advertising, social and direct mail.

During creative strategy we observed how outdated and boring brand communication is in the charity sector. Most activity is beneficiary centric and guilt focused, which makes the adverts distressing. This was our creative opportunity to produce a campaign that entices audiences to engage and disrupts sector norms. In line with Muslim behaviours during Ramadan, we repositioned MyTenNights’  into a donor-centric fundraising platform that facilitates Ramadan giving goals. This creatively led us to the campaign “I Caught Laylatul Qadr” which sees five Muslim characters from diverse walks of life using MyTenNights.