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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 sports marketing, the luxury industry, social media trends and influencer marketing. She specialises in exclusive features that bring industry leaders together to offer insights on the latest trends and pressing topics, highlighting how brands and agencies build emotional connections through relevance, authenticity and storytelling. Alongside her daily reportage, she is tasked with the brand’s social media presence, which includes producing and editing reels, interviews and behind-the-scenes footage for Campaign’s digital platforms.