Penny Appeal, the UK’s fastest growing Muslim charity, have won a coveted Asian Creative Media Award for their #AsBritishAs a cup of Tea campaign, highlighting the need for communities to come together and help support people ‘at home’ in the UK, during the winter months.
Collecting the award at a ceremony in London on behalf of the award-winning charity, Hanif Malik said: “It’s an honour to accept this award on behalf of our hardworking team. This was a hugely successful campaign which saw an advert on ITV and Channel 5 over Christmas 2017, at its heart, the first time a Muslim charity has aired on terrestrial channels. Even though we are Muslim, we are proudly British and our #AsBritishAs campaign highlighted this. As a humanitarian charity our work takes us all over the world providing lifesaving medical aid, food and water, but our work in the UK is just as important, working with the homeless and the elderly who are more vulnerable during the winter months. All our overseas campaigns are mirrored with a sister campaign here in the UK.”
Supporting the TV adverts was a poster campaign that appeared in tube stations across London, with digital posters featured on escalators on Bond Street, Oxford Circus and Knightsbridge. The campaign also ran on social media with slogans using ‘as British as….’ where stories were shared of being British Muslims.
“Just like a cup of tea that comes from the East, but is regarded as quintessentially British, so is Penny Appeal,” commented charity CEO Aamer Naeem. “Our Muslim faith comes from the East, but we are proudly British. Although we work in 30 crisis hit countries, as well as here in the UK.”
“With so many people struggling, especially during the winter, it is important that we work together to make a positive difference,” added Sarah Ashraf, Penny Appeal’s UK Programmes Coordinator, who stars in the commercial. “Government statistics reveal that 14 million people were living in poverty in the UK in 2015/16*, the highest figure since 1996/7*, an increase of one million people since the start of the decade.”
If you would like to donate towards this years’ Winter Campaign visit www.pennyappeal.org/ or call 03000 11 11 11.