SHARING HALAL

Following a brutal attack on a Muslim family in London, Ontario, Zabiha Halal, Canada’s number one halal food brand, wanted to deliver a clear message: we know that Islamophobia is real, and we are committed to supporting the fight against it. 

The result: a bold two-minute film called “Dear Canada”, in which Muslim Canadians answer the question: “If you could tell the rest of Canada one thing about being a Muslim in Canada, what would it be? The film invited all Canadians to “stand with us.” 

To amplify the message, we partnered with Leger on a national survey exploring the issue of Islamophobia in Canada. The results were eye-opening. One in four Canadians said that they “do not trust those who belong to the Muslim faith group”, and 27% said hijabs should be banned.

We put the survey results at the heart of a national media relations campaign, leveraging key spokespeople from the campaign to put a human face to the issue. The work drove more than 23 million earned media impressions reinforcing Zabiha Halal’s role as an advocate for the Muslim community and helped secure an invitation for the brand to present on the topic of Islamaphobia to the Senate of Canada.

Recognition

• Gold, Canadian Advocacy and Social Marketing Campaign of the Year, CPRS Awards of Excellence

• Silver, Best Use of Media Relations, CPRS ACE Awards

• Award of Merit, Corporate Social Responsibility, IABC Ovation Awards

• Finalist, Inclusive Marketing Campaign of the Year, 2023 North American Sabre Awards