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 donate money as Qurbani to feed families in Malawi and Ethiopia during Eid Al-Adha.

When concepting this, I was aware of how many different charities Muslims can donate their Qurbani to. That’s why I focused in on the main charitable benefits of giving to this charity and these countries in particular. I also included a range of heavy-hitting facts and statistics that are phrased in a simple way to emphasise urgency.