Penny Appeal, the UK’s fastest growing Muslim charity, is launching a bold campaign urging communities to come together and help people ‘at home’ in the UK this Winter.
An advert on ITV and Channel 5, is at the heart of the campaign and the first time a Muslim charity has aired on terrestrial channels. The first advert will be screened on Christmas Eve, with the last on New Year’s Eve.
Supporting the TV adverts is a poster campaign that will appear in tube stations from December 18th. Digital posters will feature on escalators on Bond Street, Oxford Circus and Knightsbridge, to name a few, between 4pm and midnight Monday to Friday and all day Saturday and Sunday. These will be followed on 1st January by static posters in ticket halls and platforms across 32 stations and 42 sites. The campaign will also run on social media with slogans using ‘as British as….’ where we will share stories 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,” said charity CEO Aamer Naeem. “Our Muslim faith comes from the East, but we are proudly British. Although we work in 30 crisis hit countries, here in the UK we provide aid to the poor, homeless and needy to help alleviate poverty and transform lives, for just a few pennies a day. This is particularly important during the Winter months, especially for the people who live on the streets, who desperately need warm food and shelter.”
Across the UK over the winter period, Penny Appeal will be holding tea parties for the elderly, delivering gifts to sick children in hospitals and hosting Christmas dinners for the homeless and vulnerable as well as distributing winter warmer kits to rough sleepers and providing over 10,000 meals by way of hot meal provisions and family food parcels.
“With so many people struggling, especially at this time of year, 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 our Winter Campaign visit www.pennyappeal.org/ or call 03000 11 11 11.