Why is this work relevant for Direct?

The problem which is deeply rooted in traditions and habits was addressed through a solution which is deeply rooted in cultural values within the Muslim community of Sri Lanka. Muslims value their traditions above all else. Part of this tradition involves cleansing before prayer, often leading to water wastage. Another tradition also involves taking the name of Prophet Mohamed (PBUH). Working with religious scholars we reminded believers that it isn't enough to just inherit his name, inheriting his way is as important. Sermons and demonstrations were used to educate people across mosques.

Background

For a Muslim praying 5 times a day is mandatory. Part of this prayer is ritual ablution which requires the devotee to cleanse oneself with water. This act consumes between 5-7L of water. ‘Reach as many muslims as possible in order to ensure they become aware of the water consumed during wudhu and thereby reduce such water wastage.’ In order to achieve the above we needed to overcome 2 critical barriers: BARRIER 1 : Ablution is a personal act – conducting ablution is as private as it is religious. Hence, being sensitive to people and not offending anyone while making them realise their wasteful nature. BARRIER 2 : Ablution is a deeply ingrained habit – having learnt ablution from as young as the age of 7, a novel approach would be needed to create change. BARRIER 3 : USD1000 budget to create impact

Describe the creative idea (30% of vote)

Working with religious scholars, we identified prophet’s way of ablution and came across the mudd. A measurement tool, prophet used just 1Mudd = 650ml to conduct ablution. So we redesigned the mudd using environment friendly clay and included an authentic narration from prophet on conserving water.

Describe the strategy (20% of vote)

From appearance, to attire, to dining etiquette, all muslims have been taught to live as prophet did and inheriting his name is seen as a commitment to his way of life. With over 90% of muslims being named “Mohamed” (PBUH) or a derivative, we made people realise this very fact and introduced his way of conducting ablution. On world water day religious scholars across Sri Lanka spread the message about prophet’s way of ablution. The mudd was introduced and even used to educate people on how to conduct ablution. Today mudds are used to educate children on conducting ablution.

Describe the execution (20% of vote)

Working with religious scholars the mudd (the cup prophet used to conduct ablution) was re-designed and launched on world water day which happened to be a Friday, the day with the highest congregation at mosques. Sermons highlighted the importance of inheriting the name“Mohamed” (PBUH) and what prophet felt about water. Prophet’s way of conducting ablution was introduced along with the mudd. This message was broadcasted islandwide across all mosques. Scholars performed ablution using the mudd in order to educate people on his way. Mudds were distributed to all to take home to educate children.

List the results (30% of vote)

We didn’t just get religious scholars talking. Awareness turned to education and education turned into action. The message which began on world water day was broadcasted across mosques throughout Sri Lanka and has resulted in a behaviour change surpassing all expectation. Over 80% of the muslim population have been exposed to the message. Mudds have been placed in mosques and been gifted to take home in order to educate children. A conversation has sparked that has led to the conservation of water by muslims across Sri Lanka. With the use of every mudd approximately 90% of water is saved. With a budget of just USD 1000 we were able to create approximately 500 mudds which have been distributed across mosques and has resulted in orders amounting to more than 1000. International interest has also led to export friendly mudds being developed for overseas mosques.

Please tell us about the cultural insight that inspired the work

From appearance, to attire, to dining etiquette, muslims have been taught to live as prophet did and inheriting his name is seen as a commitment to his way of life. With over 90% of Sri Lankan muslims being named “Mohamed” (PBUH), we made people realise this very fact and introduced his way of conducting ablution. Working with religious scholars the mudd (the cup prophet used to conduct ablution) was re-designed and launched on world water day which happened to be a Friday, the day with the highest congregation at mosques. Sermons highlighted the importance of inheriting the name “Mohamed” (PBUH) and what prophet felt about water. Prophet’s way of conducting ablution was introduced along with the mudd. This message was broadcasted islandwide across all mosques. Scholars performed ablution using the mudd in order to educate people on his way. Mudds were distributed to all to take home to educate children.