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By John Glenday, Reporter

April 24, 2023 | 2 min read

ITV adopted the crescent moon symbol of Islam to mark the final sunset heralding the start of the religious festival of Eid.

On Friday (April 21), the broadcaster celebrated the end of Ramadan with Britain’s Muslim community through a dedicated film and message delivered by ITV contributor and YouTuber Chunkz.

Featuring multiple dramatic sunsets, the film thanks all Muslims for their contributions to national life from doctors and newsreaders to selfless acts of charity from individual community members.

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As part of this work has replaced the dot of the letter ‘i’ in its name with a crescent moon to symbolize the start of Eid, designed by Uncommon in partnership with ITV Creative.

The film was backed up by a nationwide out-of-home campaign to dovetail with Friday’s sunset.

Ramadan marketing has become big business in the UK with brands including McDonald’s and Adidas getting in on the action.

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