CONTEXT
Despite Canada’s reputation for acceptance, rising anti-Muslim hate reached a tragic boiling point in 2021 when a Muslim family was murdered while out for a walk. Shattered by this devastating loss to the community, Zabiha Halal knew they had to act.
IDEA
To combat anti-Muslim hate, we transformed Canada’s #1 halal brand into its leading social advocate. Anchored by our ‘Dear Canada’ open letter, the integrated campaign turned our digital presence into a cultural hub. By sharing authentic lived experiences, we confronted Islamophobia, dismantled stereotypes, and built empathy between Muslim and non-Muslim communities.
OUTCOME
Our campaign struck an emotional chord nationwide, flooding our channels with positive stories and earning national news coverage. By providing a powerful platform for our community, our message resonated so deeply it even reached the Canadian Senate.
CANADA’S #1 HALAL FOOD BRAND
REMOVES THE LABELS OF HATE
RESULTS
142 M
IMPRESSIONS
7.9 M
VIDEO VIEWS
71.1 K
CLICK THROUGHS
20.4%
ENGAGEMENT RATE
