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Wateraid Ramadan

Inspiring Generosity During Ramadan

Ramadan is the most important giving period for British Muslims, but charity messaging during this time is highly competitive and culturally nuanced. WaterAid needed to cut through authentically, increase consideration among Ramadan givers, and raise significant income – while building long-term affinity with ethnically diverse audiences in a crowded fundraising landscape.

What we did

We delivered a culturally informed, insight-led strategy designed around how and when people give during Ramadan. Activity launched ahead of Ramadan to capture early learnings, with budget strategically upweighted during the final 10 days when giving intent peaks. This ensured WaterAid was present at the moments that matter most.

 

What we did

A full-funnel, multi-channel approach spanning Meta, Google, Spotify, Aidem, OOH, radio and TV brought the strategy to life. AI-driven targeting, proximity to mosques, contextual placements, and culturally relevant audio and video formats connected WaterAid’s mission to the spiritual significance of water during Ramadan.

Wateraid Ramadan

The campaign exceeded expectations, delivering a 137% year-on-year increase in income. Awareness among ethnically diverse audiences increased by 19%, consideration rose by 34%, and the campaign reached 3.9 million adults across the UK. WaterAid achieved the largest share of voice among competitors during Ramadan, setting a new benchmark for inclusive, culturally resonant fundraising.

  • 137%

    Increase in income YoY

  • 19%

    Increase in awareness amongst ethnically diverse audiences

  • 34%

    Rise in consideration

Our work

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