Context:

During Ramadan days and especially before iftar, the streets turn into a scene of tension, speed, and accidents. The challenge for "Najm" was not to launch a conventional awareness message that people simply see and move on from. But how do we create a "shock" that links a driver’s behavior on the road to the most important act of worship they are keen to observe?

The Idea / Strategic Solution:

"Want us to shock you?.. Your driving breaks your fast!" The fasting person fears invalidating their fast with small things like eye drops or incense, but they do not notice their recklessness on the street! We built on this contradiction and delivered a bold message that turns traffic rules from a strict system into "a fasting person’s ethics."

1. Strategic Planning

The campaign was divided into 3 phases:

2. Campaign materials

We created various campaign materials, starting with an advice video from Sheikh Al-Mutlaq.

3. We surrounded the audience at every moment of their day:

4. Campaign results