Bank al Etihad and VML Amman have relaunched their ‘Blind Faith’ campaign for Ramadan 2025, an inclusive initiative that addresses the barriers faced by the visually impaired during this month.
Ramadan is traditionally observed through visual cues like moon sightings and printed prayer timetables, which can present a barrier for the visually impaired, limiting their full participation. ‘Blind Faith’ addresses this by providing a Ramadan calendar.
The calendar incorporates tactile moon phases and Braille sunrise and sunset times, enabling users to feel the rhythm of Ramadan. The ‘Blind Faith’ calendars were distributed through schools and centers for the blind across Jordan in the first week of Ramadan.
“We are deeply moved by the stories of how ‘Blind Faith’ enriched the spiritual experience of Ramadan,” added Natalie Alnaber, Chief Marketing Officer at Bank al Etihad. “This initiative reaffirms our commitment to accessibility, and we will continue working to create more inclusive experiences for all members of our community.”
“Last Ramadan, ‘Blind Faith’ proved that creativity can illuminate even the most overlooked corners of our society,” shared Basel Jumaa, ECD at VML Jordan. “We’re honored to continue our partnership with Bank al Etihad, amplifying the spirit of Ramadan through inclusivity.”
This year, the format has evolved from a personal bracelet to include a booklet for families, featuring numbers and writing in both Arabic and Braille, designed to benefit families with visually impaired members. This addition to the bracelet will enable the initiative to broaden its reach and impact.
This initiative empowers visually impaired Muslims to experience the holy month’s spiritual journey with greater independence and connection. “The calendar concept touched us deeply because it showed that someone was thinking of our needs, making us feel truly seen and included during this special time,” shared one recipient.
Many expressed profound gratitude for the recognition and thoughtful design, highlighting that such initiatives are rare.
