UNHCR – the UN Refugee Agency that works to ensure that everybody has the right to seek asylum and find safe refuge – has revealed details about its 2025 Ramadan campaign, based on the theme Connected by Humanity, Strengthened by Community, which was born from a pressing reality: millions of displaced families are facing unimaginable hardship.
The organisation collaborated with Ogilvy and Friday to produce its flagship Ramadan and Refugee Zakat Fund campaign videos. Its in-house campaign and creative teams led the majority of the campaign’s storytelling, content creation and execution.
Mona Mahdi, Campaigns Officer at UNHCR MENA, said, “At a time when global crises continue to escalate and funding shortages threaten the ability to provide life-saving aid, UNHCR’s mission remains urgent and clear: to inspire collective action, raise crucial funds and remind the world that even in the most challenging times, we are bound by a shared humanity.”
Rollout of the UNHCR Ramadan campaign
The UNHCR Ramadan campaign was designed as a digital-first, multi-platform activation with a strong emphasis on engagement, storytelling and impact. It was rolled out in the form of:
- Social media and digital storytelling: The organisation launched a series of impactful videos, social content and human stories to humanise the crisis and show the tangible impact of donations.
- Field reports and pieces to camera (PTCs): UNHCR staff across different operations delivered firsthand updates, bridging the gap between donors and displaced communities.
- Influencer and high-profile supporter collaborations: UNHCR Goodwill Ambassadors and digital influencers played a crucial role in spreading the message, using their platforms to call for support.
Raefah Makki, Head of Supporter Engagement Strategy at UNHCR MENA, said, “We collaborated with Goodwill Ambassadors, high-profile supporters, and digital influencers, including Yusra Mardini, Maya Ghazal, Karen Wazen, Omar Farouq, Mostafa Atef, Maher Zain, Aseel Omran, and Nour Ghandour, among others.”
She added, “Their voices played a crucial role in amplifying the campaign’s reach, engaging diverse audiences, and reinforcing our message of solidarity. Many of these individuals have personal connections to the cause, making their advocacy deeply authentic and impactful. Through dedicated content, live engagement, and personal storytelling, they helped us inspire people to give, not just financially, but by standing with displaced families in their time of greatest need.”
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- On-ground engagement The organisation also created interactive experiences in malls around Dubai to engage people directly, making the cause visible in high-traffic areas.
- Corporate and brand partnerships: Businesses joined the UNHCR by integrating donation options in their stores and at online checkouts, matching contributions, and launching cause-driven product initiatives. For instance, Karen Wazen Eyewear donated 100 per cent of proceeds from a limited edition launch to support refugees.
- Gamers and livestream fundraising: UNHCR also engaged gaming communities through live-streamed charity events, leveraging digital spaces where audiences are highly engaged.
- Media outreach and digital partnerships: The organisation also worked with major media platforms and digital partners to amplify its reach and ensure that the call for support resonated globally.
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Strategic objectives of the campaign
The campaign also was activated in more than 26 UNHCR offices worldwide, taking its impact beyond the MENA region.
Explaining the strategic thought process behind the campaign, Makki said, “We focused on three key pillars, including emotional connection through storytelling. urgency and tangible impact, and mobilising communities for collective action. We knew that to drive action, people needed to connect: not just with statistics, but with real human stories. The campaign amplifies the voices of refugees and displaced individuals, sharing their journeys, struggles, and resilience through powerful, firsthand storytelling.”
Makki added, “At a time when donor fatigue and competing causes make fundraising more challenging, we focused on illustrating the direct, immediate impact of every donation. Whether providing cash assistance, shelter, medical aid, or food, we demonstrated how each contribution translates into real, life-changing support. This campaign is a movement, not just a fundraising effort. By leveraging partnerships with media, celebrities and influencers, corporations, and Islamic philnathropy institutions and foundations, we activated communities to take part in whatever way they could: through donations, advocacy, and spreading the message.”
At the heart of the campaign is a simple but powerful idea: “Even when the world feels divided, we are united by our shared responsibility to uplift one another. When communities come together, the impact is extraordinary.”
Success metrics for the UNHCR campaign
The campaign runs throughout the month of Ramadan, aligning with the values of generosity and compassion. It culminates in showcasing the impact of donations by Eid Al-Adha, emphasising the lasting change made possible through collective support.
The success metrics of the campaign were measured based on reach across digital, media, and influencer channels; community participations and the level of engagement from individuals, influencers, and partners, measured through interactions, shares, and advocacy; as well as fundraising impact, in terms of the amount raised and the tangible support provided, whether in the form of shelter, cash assistance, food, medical care, or access to clean water for displaced families.
Mahdi said, “The ultimate measure of success is how many lives we are able to impact through the funds raised. At its core, this campaign is about transforming generosity into action and proving that when we come together, we can make a lasting difference.”
She concluded, “This Ramadan, we wanted to do more than just raise funds — we wanted to reignite a sense of collective humanity in a world where division and hardship often feel overwhelming. By championing the message Connected by Humanity, Strengthened by Community, we reminded people that generosity isn’t just about giving; it’s about belonging to something greater. Even the smallest act of kindness can ripple outward, changing lives in ways we may never fully see but will always be felt.”
Client: UNHCR MENA
Agencies: Ogilvy and Friday
