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'.
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.