LONDON – Preparing for the season of giving and caring, the month of Ramadan, British charity Islamic Relief UK released its latest ad on May 2, conveying an important message in a hilarious context.
“Islamic Relief has been saving lives since 1984,” the agency’s Director, Imran Madden told IlmFeed on Friday, May 4.
“From our inception, we have transformed and saved the lives of over 117 million people, but our work is not easy.”
The video follows a British Muslim’s, Yusuf, bid to carry out charity work in a foreign country.
With no experience, he sets out on a journey to a country in Africa. He soon finds out this may not have been a good idea.
“Islamic Relief works in some of the poorest countries in the world, some of which have been devastated by conflicts, such as Syria and Yemen,” Madden added.
“Many people are motivated to act when we witness pain, poverty, and injustice; as individuals, we sometimes feel that donating money is not enough; that we should go out to affected communities to deliver aid ourselves. But this can present pitfalls.”
With this video, Islamic Relief aimed to highlight the inefficiencies and the dangers associated with ‘do-it-yourself’ style aid distribution.
However, it may raise some cultural sensitivities and governmental procedures.
“We have produced a tongue-in-cheek film which shows what can go wrong if you don’t have the experience and expertise so crucially needed,” Madden said.
“It’s an amusing film, but as you can see, it contains a very serious message: it’s not easy saving lives, so please, leave the life-saving work to those of us with experience and expertise.”
Ramadan is the holiest month in Islamic calendar. It is expected to start this year on Wednesday, May 16.
In Ramadan, adult Muslims, save the sick and those traveling, abstain from food, drink, smoking and sex between dawn and sunset.
Muslims dedicate their time during the holy month to become closer to Allah through prayer, self-restraint, and good deeds.