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More than 1.6 billion people in the world are observing Ramadan. Yet, Ramadan advertising has failed to keep up with the times and defaults to the outdated cliches year on year. Virtue Worldwide, the creative agency born from VICE, called for change.

A striking panel in a virtual discussion where we explored key themes from 'It's Time To Break With the Ramadan Cliches' thought piece by Virtue AMEA for Campaign Middle East that delves deeper into gender roles, the richer spiritual nature of Ramadan, and ultimately how brands can be additive to the cultural conversation.