To remind people of the sanctity of the Holy Month of Ramadan, we created Digital Fasting, incorporating technology into the list of behaviours that Muslims are asked to abstain from during sunlight hours in this month.

We found a volunteer – not an influencer but a busy social media character – to attempt Digital Fasting for the month. We policed and documented online this attempt, careful to record the struggle, the acceptance and the ultimate enlightenment that the process initiated. Our volunteer was able to go online after sunset to share his thoughts and receive the thoughts of those who were following him, which ranged from those inspired enough to follow his example, those who tried it out for an hour or so every day and those who were spiritually humbled by the idea, but felt unable to do without technology.

-Overall Media Impressions: 40.400.000

-Social Impressions: 23.329.665

-Social Engagement (actions): 2.930.992

-Total Social Media Reach: 17.636.551

-Total Social Media Views: 5.015.294

-Organic Social media snaps generating more than 5k views

-Earned media worth more than $500 k

-4 broadcast interviews – 24 Articles

887,026 OTS (OTS: Print Circulation figures X 4 = Media Reach. Please note online, social, and broadcast impression is not included into this).