Dettol: Social Distancing Prayer Mat

To help keep Muslims praying in mosques safe from the spread of coronavirus, Impact BBDO and BBDO Pakistan have collaborated to introduce an innovative modification in the ubiquitous personal prayer mat to encourage social distancing. Traditional prayer mats – or the jaanemaz - are about 70cm wide, and used in mosques where Muslims pray next to each other with their shoulders practically touching. To build social distancing, this newly designed prayer mat is a 180cm wide with a message imprinted amongst its motif that reminds worshippers to maintain a safe distance. An initiative of Reckitt Pakistan as part of their movement to keep Pakistanis healthy, the mat, printed on sustainable and cost-efficient non-tearable paper, can be easily rolled up or folded and used several times. The design on the mat borrows from traditional Islamic art geometric motifs that gradually spread out through the width of the mat. Urdu calligraphy on either side of the design remind people that “The decision to maintain this distance is one of safety.” (The Urdu words for “decision” and “distance” are separated by only one alphabet). Pakistan is currently bracing itself for a fourth pandemic wave. Rising numbers point to a rapid spread of the Delta variant of the coronavirus. While the government has issued SOP notices to protect the public, including social distancing, most people ignore directives. The Social Distancing Prayer Mat was launched at an ideal time: at the annual Eid festival, which is marked with prayers attended by millions.