Inherit his Name, Inherit his Way - National Muslim Collective
Corporate

Bronze

Title of Entry:	Inherit his Name, Inherit his Way
Brand:	National Muslim Collective
Product/Service:	Corporate
Client:	National Muslim Collective
Entrant Company:	Triad
Creative Agency:	Triad
Creative Director:	Zeeshan Saligh
Art Director:	Zeeshan Saligh
Designer:	Zeeshan Saligh
Copywriter:	Shehan Samarasinha
Chief Creative Officer:	Varuni Fernando
Sector:	PUBLIC & SOCIAL
Illustrator:	Zeeshan Saligh
Date of Release:	2019-03-22
Photographer:	Layan Colombage
Notes:	Brief For a Muslim praying 5 times a day and cleansing oneself before prayer, also known as ablution, is mandatory. Studies have shown that on average 7L of water is wasted per ablution. Our task was to create a behavioural change to reduce such wastage. Insight Over 90% of Sri Lankan muslims have the name Muhammad (peace be upon him) or a derivative of it. Having his name is regarded as an honour and a commitment to inherit his ways. Idea We identified prophet’s way of ablution and came across the mudd. A measurement tool, prophet used just 1Mudd = 650ml to conduct ablution. So we redesigned the mudd using environment friendly clay and included an authentic narration from prophet on conserving water. On world water day which also happened to be a Friday, which has the largest gathering at mosques, the mudd was introduced and people were educated on using the mudd as prophet did. Results Over 80% muslim’s in Colombo reached with the message of prophet’s way of ablution. Over 90% of water is saved during every single ablution resulting in 30L of water saved per person per day!
Typography:	Zeeshan Saligh