Bank Al Etihad Empowers Visually Impaired Muslims to Explore Ramadan with Greater Connection

After a deeply impactful debut and prestigious first-ever D&AD Pencil win for Jordan, Bank al Etihad and VML Amman are relaunching their "Blind Faith" campaign for Ramadan 2025. This innovative initiative empowers visually impaired Muslims to experience the holy month's spiritual journey with greater independence and connection.

Ramadan, a time of reflection and devotion, is traditionally observed through visual cues like moon sightings and printed prayer timetables. These present a barrier for the visually impaired, limiting their full participation. "Blind Faith" thoughtfully addresses this by providing a Ramadan calendar. The calendar incorporates tactile moon phases and Braille sunrise and sunset times, enabling users to feel the rhythm of Ramadan.

"Last Ramadan, 'Blind Faith' proved that creativity can illuminate even the most overlooked corners of our society," shared Basel Jumaa, ECD at VML Jordan. "We're honoured to continue our partnership with Bank al Etihad, amplifying the spirit of Ramadan through inclusivity."

This year, the format has evolved from a personal bracelet to include a booklet for families, featuring numbers and writing in both Arabic and Braille, designed to benefit families with visually impaired members. This addition to the bracelet will enable the initiative to broaden its reach and impact.

This sentiment resonated deeply within the visually impaired community. Many expressed profound gratitude for the recognition and thoughtful design, highlighting that such initiatives are rare. “The calendar concept touched us deeply because it showed that someone was thinking of our needs, making us feel truly seen and included during this special time,” shared one recipient.

"We are deeply moved by the stories of how 'Blind Faith' enriched the spiritual experience of Ramadan," added Natalie Alnaber, chief marketing officer at Bank al Etihad. "This initiative reaffirms our commitment to accessibility, and we will continue working to create more inclusive experiences for all members of our community." Bank al Etihad’s dedication to accessibility is also reflected in its other initiatives, such as accessible ATMs and its continuous efforts to make all its branches more accessible for individuals with disabilities.

The "Blind Faith" calendars were distributed through schools and centers for the blind across Jordan in the first week of Ramadan.