Who is Hussain
Who is Hussain
Who is Hussain is a global social justice organisation in honour of Imam Hussain ibn Ali, the grandson of Prophet Muhammad. I served alongside a dedicated team of dreamers, united by our hope to share Hussain ibn Ali with the world. The project came about and grew in a miraculous way, and it was my honour to be part of this beautiful moment. I was responsible for the branding, website, marketing, content and strategy.
2012 - 2021
London / Global
Problem
The plan was to create a marketing campaign that would pique the public's interest in learning more about Hussain Ibn Ali. Our goal was to inspire others by using Imam Hussain's life as an example. The difficulty was to be able to summarize Imam Hussain's life and values in a way that emotionally resonated with people. In order to do this, we had to devise innovative ways to connect the legacy of Imam Hussain to 'John Doe'.
Solution
We began a hybrid campaign in our first year, including advertisements on the London Tube as well as social media. We needed to create a strong brand as well as a website that would serve as our primary engagement metric. My main responsibilities were to create and manage the branding, website, marketing, and content. To increase reach, we included resources that people could download, print, and share, which resulted in the campaign going viral. As the organisation evolved, I was tasked with developing and managing the digital infrastructure and creative workflow for our international teams.
Story
I awoke one morning to see a photograph of our design on a billboard in Kenya, then another in India and then more from all corners of the global. The campaign went global, and we were inundated with requests from people eager to take part. We soon found ourselves in charge of dozens of volunteer teams all across the world, and we matured into a social justice movement.
Reflection
Who is Hussain's success can only be defined in one word: miraculous. It was an honour to work on this project, and I was sincerely humbled by the dedication and hard work of our volunteer teams all across the world. The project's expansion put me under a lot of pressure (which I weirdly enjoyed), especially given my other projects, client business, and small family. I resigned from Who is Hussain in 2021.
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