Hadia Time

Background

Ramadan is the Islamic holy month that encourages self-reflection, generosity and celebrates togetherness with family and loved ones.

In recent years people had been spending more and more time on their phones than spending time with their families during the month.

In the Middle East, use of social media was known to increase dramatically during Ramadan (Twitter usage went up 33%, Facebook usage up 30%).

At the same time, thousands of blue collar workers in the UAE came from India, Pakistan and Bangladesh. Smartphones were the only way they could connect with their families far away.