LONDON – A British Muslim charity is aiming to raise £6 million this Ramadan with a campaign asking people to make their Zakat count during the holy month.

“We, at Muslim Aid have put the donors at the heart of our creative campaign, and aim to capture the positive feelings associated with Ramadan and giving Zakat,” Rosina Louafi, Creative Director at Muslim Aid said.

“We believe our supporters will identify and relate to the strong eye-catching imagery and are now looking forward to seeing this roll out, as we have set ourselves an ambitious target of increasing our fundraising by an additional 20% this year.”

The charity has already kicked off its pre-Ramadan campaign across Muslim Aid’s digital channels, and with a direct mail supporters’ pack.

“With donations from every part of the UK, from every community group, from every race and culture, your amazing power as a team was united in faith as British Muslims,” the charity’s campaign says.

A mixed marketing campaign will run across the UK during the month of Ramadan, on over 150 billboards, 385 bus rear panels, and outdoor digital boards around the country in locations including Bradford Shopping Centre, the M25 and the Birmingham flyover.

Moreover, the campaign will also include running in print advertising in national and community newspapers, live television appeals on Channel S and the Islam channel and across Muslim Aid’s social media channels.

Celebrity chefs Madhur Jaffrey and Ainsley Harriott are also supporting the campaign by sharing special recipes, for both the breakfast (Suhoor) and sunset meals (Iftar), to help people as they fast this Ramadan.

These recipes are being used in the direct mail as well as across Muslim Aid’s digital channels and in selected publications.

Ramadan is the holiest month in Islamic calendar. It is expected to start this year on Wednesday, May 16.

In Ramadan, adult Muslims, save the sick and those traveling, abstain from food, drink, smoking and sex between dawn and sunset.

Muslims dedicate their time during the holy month to become closer to Allah through prayer, self-restraint, and good deeds.