On this page, the target audience was Muslim men and women with enough disposable income to donate to charity. Muslims frequently donate to charity as part of Sadaqah and Zakat, central aspects of the faith. The aim was to encourage donors to give money to fund 5 schools in Afghanistan, allowing under-privileged children both an education and a full meal. To do this, the campaign explains the situation and what can be done to help it.

When concepting this, I considered what donors might already know about the situation in Afghanistan and their emotions surrounding it. Since media tends to focus on the political and military side of the country, I decided to start with a fact-based introduction with hard-hitting stats to grab the attention of donors before moving onto the solution. The tone of the piece is largely emotional to engage the target audience and encourage them to donate to be part of the solution.