The Shabbos Project is a global Jewish unity movement coordinated by the Office of the Chief Rabbi of South Africa. It started in 2013 with a call to South Africa’s 75 000 Jews to keep Sabbath together. Many took up the challenge and the story inspired the world to join in. Since then, a million Jewish people from more than 900 cities in 86 countries have become involved.

It was soon recognised that it was important to have a website to hold the project together. The original online platform had to be transformed into something much more inspirational.

To do this, The Shabbos Project contracted Mama Creative as the lead design and social media agency, while Flow Communications was the lead technical and development partner.

Together, between 1 January 2015 and 31 December 2015, we developed an attractive multilingual campaign website (it can be viewed at to encourage the Jewish community to participate in the project. The modern web design has received much praise, and the branding plays an important part in the success of the initiative.

The project’s Facebook page has had more than 115 000 likes and the YouTube channel has had more than 2.3-million views. To reinforce brand messaging, the project also maintains a presence on Twitter and Instagram.

The website home page uses full-screen graphics and strong video elements to draw the user into learning more about the project, and additional features include an events calendar, a stories section, a blog and more.