It is truly sad that some businessmen from this country insist on encouraging moral corruption through television advertisements aired by some Arab satellite stations. Many of the ads are very harmful, featuring naked bodies and using indecent language.
Yet at the same time, the moral darkness is sometimes shattered by a stream of shining light as evident by an informative and educative advertisement project underlining the importance of salah (prayer) in Muslim life. The ad, currently being aired on various Arabic channels, is aimed principally at those who have either neglected or are unmindful about one of the five pillars of Islam. It shows the horrors of death and reminds the viewers of the need to do good in this life and prepare themselves for the hereafter.
I would like to address businessmen and advertisers in this country and urge them to take the initiative and begin producing ads which promote virtue and satisfy human needs through decent means. The ad on salah is a good example to follow. Such ads are attractive to young people of both sexes who may be negligent of their religious duties and who may yield to the temptations of modern life. The message addressed to these young people should be simple but attractive, telling them that performing salah does not prevent a Muslim from enjoying the pleasures of life allowed under Islam.
What is heartening is the knowledge that the promotion of these ads is spearheaded by a group of young Saudi men which is proof that there are — and always will be — good people in this nation. Despite meager financial resources, these young men are determined to serve their religion with whatever tools are available, seeking no reward in return except acceptance and forgiveness by Almighty God.
Because we continue to lack effective dawa tools and rely instead on conventional means, this new advertising technique has proved to be a powerful educational tool. The influence of the ads is not limited to a specific group but in fact reaches out to all members of society.
The project is sponsored by the Islamic Education Center in Jeddah, Al-Hamra branch. It is a non-profit organization working to introduce Islam to the large numbers of non-Muslims in the country. The project has been blessed by leading religious scholars and others, among them Sheikh Abdullah Al-Bassam, member of the Supreme Ulema Council.
The second phase of the project, now under way, focuses on salah as the direct link between the individual Muslim and the Creator and seeks to show the influence that salah should have on a Muslim’s life. The sponsors are planning a third phase which will seek to revive social values and reflect the spirit of Islam as a religion for any time and all eras.
This project is eminently worthy of our support — especially in light of strong competition from commercial ads that know no boundaries and respect no feelings. Contributions have come from many donors, including some television stations which have agreed to share some of the cost by giving free time. Yet, more support is needed from all members of society, especially businessmen and merchants who spend large sums to promote their products and services. The project has met with enthusiastic response and encouragement from the public. This is a strong indication that the country is on the right track and that much more can be expected from it. It also shows that we have alternatives at our disposal for achieving customer satisfaction other than cheap literature and naked bodies.
