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UNHCR · THE UN REFUGEE AGENCY
The world's largest refugee agency. Every Ramadan.
WAF has been UNHCR's Muslim audience partner across multiple markets including the UK, USA, Canada and MENA, over multiple years, developing campaigns, research, strategy, and global guidelines that have shaped how the world's largest refugee agency engages Muslim donors.
CAMPAIGN STRATEGYCREATIVE PRODUCTIONAUDIENCE RESEARCHISLAMIC PHILANTHROPY
TerritoriesUKUSACANADAMENAMAURITIUSINDONESIA
4+
Countries of operation
20+
Countries reached per campaign
$23M
UNHCR reported $23 million raised for refugees during Ramadan 2023
3
Consecutive Ramadan campaigns produced
One relationship, multiple markets, and Muslim audience intelligence applied at global scale.
The Relationship
A Partnership Built on Intelligence.
WAF first began working with UNHCR's UK office, developing primary audience research and Islamic philanthropy strategy. That relationship grew.
Today WAF has delivered work for UNHCR UK, USA for UNHCR, UNHCR Canada, and UNHCR's global MENA operation, spanning research, campaigns, donor stewardship, strategic frameworks, and international events. Not a single project. A sustained, trusted partnership.
Campaigns
Three Ramadan Campaigns. Three Different Creative Approaches.
Each year, the brief was the same: reach Muslim donors during the most important giving season of the year. Each year, the approach was different, built on fresh intelligence and a new creative idea.
2023
UNHCR MENA
Look Closer
We were commissioned to develop a visually distinct Ramadan campaign for UNHCR's MENA operation. Working with a local artist, we developed illustrated artwork based on real photographs of refugees, telling authentic stories of displacement with sensitivity and cultural precision.
By spotlighting the diverse backgrounds of UNHCR's aid workers, we tailored the campaign to resonate with MENA audiences, forging connections through shared cultural experience. All assets were produced in English and Arabic.
The campaign attracted the attention of Al Jazeera, who featured it across their platforms, amplifying UNHCR's message to a broader audience.
UNHCR reported $23 million raised for refugees during Ramadan 2023.
LOOK CLOSER: ENGLISH VERSION
LOOK CLOSER: ARABIC VERSION
2024
Extend Your Table
2024
UNHCR GLOBAL
Extend Your Table
UNHCR's 2024 Ramadan campaign sought to raise Zakat and Sadaqah donations for refugees facing hunger, displacement, and water scarcity.
WAF developed the campaign concept, creative assets, and full production suite targeting Muslim audiences across 20+ countries. Deliverables included a 60-second hero video, 15-second cutdown, social static and animated assets, and web banners, all produced in Arabic and English.
Objective
Fundraising
Audience
MENA Primary, 20+ countries
Languages
Arabic and English
Platforms
YouTube, Facebook, Instagram, X
Assets
Hero video, social and animated assets, web banners
2025
UNHCR GLOBAL
Refugee Zakat Fund
WAF developed and produced a flagship video for UNHCR's Refugee Zakat Fund during Ramadan 2025, designed to inspire trust and drive Zakat giving through digital channels.
Recognising that Arabic-speaking audiences are not monolithic, we produced two distinct versions: a classical Arabic version for broad regional reach, and a colloquial Arabic version for deeper cultural connection in specific markets.
The campaign exceeded performance benchmarks and delivered a notable uplift in Zakat donations through the app during Ramadan.
REFUGEE ZAKAT FUND: CAMPAIGN FILM
Global IP Guidelines
Setting the Global Standard.
In addition to campaign delivery, WAF developed UNHCR's Islamic Philanthropy communications strategy and guidelines: a 63-page strategic framework covering Islamic giving principles, messaging strategy, writing guidelines, Islamic terminology, Quran and Hadith recommendations, partnership guidance, donor stewardship, and content best practice.
Developed as a global communications framework for UNHCR's Islamic philanthropy work, these guidelines define how the world's largest refugee agency speaks to Muslim donors.
EMPOWERMENT AND CHOICE
Framing communications around choice, dignity, and opportunity, rather than just relief.
COMMUNITY AND CONNECTION
Tapping into the profound connection Muslims share as part of the Ummah, reinforcing shared responsibility.
HERITAGE AND CREDIBILITY
Emphasising UNHCR's role as a trusted, well-established humanitarian organisation with a successful global track record.
100% DONATION PROMISE
Emphasising that UNHCR follows a strict 100% Zakat distribution policy without any fees or deductions.
Developed as a global communications framework for UNHCR's Islamic philanthropy work.
Beyond the Campaign
Beyond the Campaign.
Campaigns are the visible output. The work behind them is what makes them land.
AUDIENCE RESEARCH
Primary qualitative and quantitative research conducted across the UK, USA, and Mauritius, mapping Muslim donor motivations, behaviours, and barriers to giving to a refugee-focused cause. A separate scoping study mapped the wider philanthropic landscape in Mauritius.
DONOR STEWARDSHIP
For USA for UNHCR, WAF developed a faith-based donor stewardship strategy, creating the framework for how the organisation retains and deepens relationships with its Muslim donor base.
CANADA: HNWI STRATEGY
For UNHCR Canada, WAF developed a high-net-worth Islamic philanthropy donor strategy alongside the Ramadan 2026 campaign, bringing the same intelligence-first approach to the Canadian Muslim donor market.
INDONESIA LAUNCH EVENT
WAF managed the regional launch of UNHCR's Islamic Philanthropy report in Indonesia, handling full logistics, media invitations, programme design, and PR coverage for a regional audience.
Client words
“We Are Friday's dedication, responsiveness and professionalism make them an excellent partner in our philanthropic endeavors.”
We build the intelligence before we build the campaign.
Campaigns, research and strategy across multiple markets. One consistent principle: understand the audience before you speak to them.
Campaign StrategyCreative ProductionAudience ResearchDonor Stewardship StrategyIslamic Philanthropy StrategyEventsMulti-marketArabic Creative
Next: Oxfam GB
Oxfam GB
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