Back in 2012, The Play Studio was approached by Mercy Mission to create a viral campaign. The aim of the project was to counter the alarming rate of Indonesian youth leaving their faith by educating them about the religion and providing support to those in need.

The Play Studio was responsible for the conceptualising and executing the Save Maryam campaign within a very tight deadline. The final deliverable included branding, print materials, a website and a campaign video. We helped manage the campaign, as well as the social media promotions.

In the opening 48 hours of the launch, the video received over 175,000 views and eventually reaching over 1 million views and raising significant amount of donations. This was the first viral campaign within the Muslim community and nothing like that