TLC

All American Muslim

A show with a simple and powerful mission. To change the way many Americans view Muslims and Muslim culture. The strategy was simple: shift the focus away from our differences and onto the surprising number of things Muslim and American families have in common.

The show profiles the daily lives of several Muslim families living in Dearborn, Michigan. They are pillars in their community as entrepreneurs, coaches, single moms, police officers etc. The rich media ad campaign challenges stereotypes by introducing the individuals as defined by their traditional American roles. This is done in a fast, attention grabbing zoom out and then resolves to reveal they are also Muslim. With the impact of this still fresh we then resolve to a red,white and blue multi-media quilt with options to learn more about each of the families including video and full profiles of people on the show.