About the Inspired by Muhammad campaign

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The Campaign

 Advert placed on the underground

The Inspired by Muhammad campaign is designed to improve the public understanding of Islam and Muslims. It showcases Britons demonstrating how Muhammad inspires them to contribute to society, with a focus on women’s rights, social justice and the environment. The campaign coincides with a national poll conducted by YouGov which shows that 69% of people believe that Islam encourages the oppression of women, that just 6% of people associate Islam with justice and that a mere 6% believe that Islam promotes active measures to protect the environment. Overall, nearly half of all people in the UK believe that Islam does not have a positive impact on British society.


Kristiane Backer with London Taxi

Info-ads profiling individuals who counter those perceptions are being displayed in central London locations at bus stops and tube stations. A fleet of the capital’s distinctive cabs will also carry adverts that challenge popular misconceptions.  Tube stations featured in the campaign include, amongst others, Bank, Oxford Circus, Leicester Square and Holborn. Bus stops around the capital will also feature adverts; they are at various locations including Fulham, Camden, Shoreditch, Islington and Westminster. A full list of tube stations and bus stop locations is available from

Adverts placed on the underground


A new website,, provides online support for the campaign by hosting straightforward information about Islam, Muhammad and British Muslims. The website is designed to meet the need that the YouGov poll highlighted for accessible information: 60% percent of people say they don’t know very much about Islam; 31% say information about Islam is not very accessible; 33% would like to know more about Islam and just 3% say they get their information from Muslim organisations.

More information about the campaign is available at the website and at

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Kristiane Backer
Rupon Miah
Sultana Tafadar

© Photography by Rehan Jamil

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