Role
Art Director

Agency
King Ursa

Client
Zabiha Halal

Year
2022

Zabiha Halal
— Dear Canada

142M+

Total Impressions

—

7.9M+

Campaign Video Views

—

20.4%+

Engagement Rate

—

9

National News Publications

We turned Canada’s #1 halal food brand into the #1 social advocate.

Across Canada, horrific acts of anti-Muslim hate were becoming far too common. In 2021, the situation came to a head when a Muslim family was intentionally targeted and run down on the street, leaving a family and a community ripped apart. Zabiha Halal had to act.

As advocates and members of the community, Zabiha Halal knew all too well the prejudice and stereotypes that come with being Muslim in Canada. ‘Dear Canada’ was an open letter created to confront a country who thought they were the most open-minded in the world. Our goal was to create a national platform for the community to take on this issue.

Results

Our campaign garnered an invitation from one of Canada’s most powerful institutions to address the Committee on Human Rights and help solve this issue, giving our community a platform to remove the labels of anti-Muslim hate one story at a time.

We amassed 142 million impressions, 7.9 million video views, and 71.1 thousand clickthroughs with an average engagement rate over 20%. Zabiha Halal’s social feeds filled with positive sentiments from Muslim and non-Muslim audiences who were eager to share their experiences and support the community. Engagement increased on Meta by 1,642% with video views up 3,362.8%.