Tabby, regional payments and shopping app, wanted to bring forth financial freedom in a new way during Ramadan. To do this, they collaborated with Saudi Arabia’s national platform for charitable work, Ehsan, to aid debt prisoners. A charitable campaign, it falls in line with Tabby’s initiative to allow individuals to gain control of their finances.
The campaign asked people to donate as little as one riyal to support individuals in prison struggling with financial burdens to return to their families. Each of these individuals, approved by a supervisory committee, have never been charged with a criminal case like theft, violence or fraud.
Tabby also promised to match and double the donation for every riyal its community donated. Through its Ramadan campaign Tabby aimed to raise 100k SAR throughout the month of Ramadan for Ehsan’s release program with their customers, out of which it raised a total of 30,000 SAR.
The campaign was launched along with a short animation and website. The clip was created in collaboration with Saudi Arabian artist, Rex Chouk. The video showcased how one small donation could make a change to people and end up being a bigger donation instead.