In 2014, at a time when Twitter bots were barely understood as a creative tool, I led the development of something genuinely new: a bot that served Muslim communities around the world during Ramadan in a deeply personal way. Users would tweet at the account and receive back the precise iftar or suhoor time for their specific city — not a broadcast, not a generic message, but a personal, accurate, culturally attuned response.
The campaign spanned Europe, the Middle East, North Africa, and Southeast Asia — including Indonesia and Malaysia — reaching communities across dozens of countries and languages. But the numbers only tell part of the story. What made this campaign resonate was that it treated technology as a way to serve people in a sacred moment of their day, with genuine respect for what Ramadan means to those who observe it.