Reckitt and BBDO present prayer mat designed for social distancing
As the coronavirus pandemic continues to spread across the world, Impact BBDO, BBDO Pakistan and Reckitt have collaborated to introduce an innovative modification to the ubiquitous personal prayer mat to encourage social distancing.
The traditional prayer rugs, the jaanemaz, are around 70cm wide and are used in mosques where Muslims pray next to each other, shoulders practically touching. The extremely important aspect of daily life is anything but helpful in stopping the spread of the coronavirus.
To create social distancing, BBDO teams worked together to deploy (figuratively and literally) a 180cm wide rug with a message printed among its pattern that reminds worshipers to maintain a safe distance.
An initiative by Reckitt Pakistan as part of their movement to keep Pakistanis healthy, the rug, printed on durable and economical ripstop paper, can be easily rolled up or folded and used multiple times. The design on the carpet borrows from the geometric patterns of traditional Islamic art which gradually extend across the width of the carpet.
Urdu calligraphy on either side of the design reminds people that “the decision to maintain this distance is a decision of safety.”
“Dettol has been and always will be a symbol of protection against disease and illness so that people go about their daily routine in a safe and hygienic manner. In keeping with that promise, the Social Distancing Prayer Mat introduced by Dettol was another inspiring tool for people to carry out their routines (like offering Eid prayers in mosques) in the safest way possible. reminding them of SOPs, especially given Wave 4 of COVID-19, ”Reckitt Chief Marketing Officer Humayun Farooq said.
“This initiative fits perfectly with Dettol’s larger Hoga Saaf (Safe) Pakistan movement, which has worked tirelessly for a cleaner, healthier and safer Pakistan since 2017.”