Reckitt brand Dettol made a 'social distancing prayer mat' for mosques

Project from BBDO comes as Pakistan braces for new wave in pandemic

Published On
Aug 10, 2021

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Reckitt cleaning brand Dettol's latest campaign aims to help keep Muslims safe in Pakistan as the country braces itself for a spike in coronavirus cases. The company created a "social distancing prayer mat" to designed to keep worshippers more safely spaced when they gather at mosques. 

The brand, together with agencies BBDO Pakistan and Impact BBDO, came up with the idea of a mat that is 180cm wide, rather than the traditional 70cm wide personal prayer mats. Along with the additional room, the larger mats are printed with messages encouraging people to remember to social distance. Their design borrows from traditional Islamic art geometric motifs, with Urdu calligraphy on either side of the design reading, “The decision to maintain this distance is one of safety.”  The mats are also printed on sustainable and cost-efficient non-tearable paper that can be easily rolled up or folded and used several times. 

The mats debuted during the Eid festival in July, a time when many people are visiting mosques to pray together. They've been used across Pakistan in some of its largest mosques. The idea has been endorsed by the Council of Islamic Ideology in the country and has been supported by government officials and ministers. Dettol has also created an open-source file to be downloaded by any printer anywhere in the world to utilize the design: the mats are planned to be used in Egypt, India and other countries with a large Muslim population.

“Dettol has and always will be a symbol of protection against disease and illnesses for people to carry out their daily routine in a safe, hygienic way," commented Humayun Farooq, head of marketing for Reckitt Pakistan."In line with this promise, the 'Social Distancing Prayer Mat' introduced by Dettol was yet another inspirational tool for people to carry out their routines (such as offering Eid prayers in mosques) in the safest possible way."


Aug 10, 2021
Client :
Agency :
BBDO Pakistan / Impact BBDO
Director of Marketing :
Humayun Farooq
Head of PR Corporate Comms :
Nameer Jamillee
PR Manager :
Yamna Khan
Media Manager :
Shayan Ahmed
Regional ECD :
Ali Rez
ECD Dubai :
Marie Claire Maalouf
ECD / MD Pakistan :
Atiya Zaidi
GM Pakistan :
Farooq Qazi
Creative Director :
Haseeb Akram
Designer :
Jithesh Narayanan
Writer :
Ali Rez
Writer :
Rani Amayri
Art Director :
Khaled Said
Faryal Ali
Head of Social :
Alize Munir
Creative Manager :
Raza Humayyun
Community Manager :
Faseeh Abdullah
Associate Art Director :
Hassaan Aftaab
Associate Art Director :
Saad Hussain
Production Company :
STP Film
Director :
Sarah Tareen
Producer :
S Izmerai Durrani
Abdur Rehman
Editor :
Abubakar Khalil
Colorist :
Ibrahim Kosar

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