The Islamic Development Bank (IDB) has launched a major new communications campaign to raise awareness of its economic and social development efforts around the world.

The campaign is called “That’s Why” and comprises the telecast of nine short public information videos into countries all around the world. Each of these videos focuses on an important social challenge and what it means to ordinary people, before describing – that’s why – the action that the IDB is taking by itself and jointly with other development financing institutions around the world. The campaign is supported online through its presence on social media such as Youtube, flickr, Linked-in, Facebook, Vimeo, etc..

This is the first time the Bank is undertaking a communications campaign of this nature. The main objective is letting people know how the Bank is inspired by its Vision 1440H (2020G) to improve the human condition, thus helping to bring meaningful change to people’s lives.

These video films are being aired via CNN, France 24 and Al Jazeera networks, coinciding with the 35th annual meeting of the IDB in Baku, Azerbaijan, which took place on 23-24 June. This meeting came at a crucial time for the IDB, as it implements some key strategies to consolidate its position as a world-class institution in a post-financial crisis era.

The content of the films covers the Bank’s overall vision of human dignity for all, along with its efforts in bringing electricity to rural populations; eradicating famine and hunger; providing health care; improving literacy; establishing infrastructure projects; fighting poverty, providing safe drinking water; and strengthening capacity of government ministries and organizations through capacity building, etc.

The IDB works with 56 member countries and Muslim communities in more than 100 countries world-wide. One of the aims of the “That’s Why” public information and communications campaign is to promote a better understanding of the Bank as a world-class organisation that provides assistance with a wide range of economic and social development activities to communities in both member and non-member countries around the world.