Designing an experience to share the Islamic month of Ramadan with the local Westfield shopping centre community in Sydney, Australia.
The outcome: A colourful and fun pop-up stall celebrating Ramadan and educating shoppers about the Islamic month of fasting, receiving press coverage and broad reach through social media.
Shopping centres are not only places of convenient necessity, but also places to build a sense of community. Westfield Hurstville embraced this potential for a positive community experience by inviting Arkana College, a local Islamic primary school, to share their tradition of Ramadan.
Our challenge was to design an experience that encouraged confidence in the young students representing their school and their faith, while sparking the interest of Westfield Hurstville shoppers to create a space of conversation and connection.
We designed an interactive daily countdown concept representing the 30 days of fasting that make up Ramadan. The students were involved creatively to share their personal experiences of celebrating Ramadan.
This was also an opportunity to share facts about fasting in Ramadan and the long history of Muslims in Australia, which was shared through flyers addressing common questions and conveying uncommon facts.
On the day, the event was live-streamed through Facebook and we created a short, easily shareable video to capture the heart-warming moments of connection that came out of this campaign. Together, these two videos were shared over 195 times on social media reaching over 100,000 views.
The Ramadan campaign also received media coverage in local newspapers to a positive response from the wider community.