We created portraits of Muslim women wearing a traditional hijab made from the flag of their native country.

We used these images in a poster, print and social media campaign that helped to reframe the global conversation.

We identified women who were both Muslim and native to various Western countries to feature in these images. We dressed them in a hijab fashioned to resemble the flag of their home nation. The resulting images were coupled with simple copy (“I Am Muslim. I Am [Nationality].”) and distributed via social, print and outdoor media.

We expanded the campaign with additional collateral, including a behind-the-scenes vid-eo of the “making of” the campaign, as well as short interviews with some of the women who described their experiences as Muslims living in the Western world. This content was also syndicated via social channels.

As people encountered these images, they were forced to re-examine how they felt about Muslim people in their own country, and to see them not just as Muslims, but as fellow citizens and human beings.

At the time of writing the campaign has only just launched and therefore measurable results are not yet available. However, in just a few days of release the campaign has received an outstanding response with significant media pickup and overwhelmingly positive reactions on social media.