Zakat is a religious duty for all Muslims, who are called upon to give a proportion of their wealth to those who are in poverty and need help. It is often given at the end of Ramadan.

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The National Zakat Foundation does a lot of fundraising activity around this time, including DRTV ads.  This ad, which I developed with specialist charity DRTV production company Eye to Eye TV, was screened in 2021 in various lengths.

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It references the COVID-19 pandemic and the effect it's had on Muslims in the UK.