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Bank al Etihad’s ‘Blind Faith’ empowers visually impaired this Ramadan

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.

Blind Faith

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 R


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the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.