The du Telecom Digital Fasting campaign was created to remind people of the spiritual essence of Ramadan by integrating technology into the list of behaviours Muslims are encouraged to abstain from during daylight hours.
As a leading telecom company in the UAE, du promoted the idea of “disconnecting to connect” during Ramadan, encouraging its customers to temporarily step away from technology to strengthen their spiritual connections.
A Local Emirati, not a social media influencer but an active community member, was chosen to take on the challenge of avoiding digital communication for the entire month.
The campaign carefully documented his struggle, acceptance, and enlightenment as he abstained from technology during the day, going online only after sunset to share reflections.
Many in the community were inspired, with some trying the practice for shorter periods, while others found it spiritually moving.
The campaign was highly successful, generating over 40 million media impressions, 23 million social impressions, and significant engagement, while earning more than $500,000 in media value.
By balancing faith and technology, du fostered a meaningful connection during the Holy Month.
- Case Study -
- Trailer -
- Episode 2 - The Challenge Begins -
- Episode 3 - Back to The Basics -
- Episode 4 - Live Now. Share Later -
- Final episode - A New Perspective -
