The aim of this project is to come up with an awareness campaign for Maldivian youth about the traditional craft industry in Maldives; an industry that has so much potential to flourish yet is slowly dying.  This campaign will serve to attract the mentioned target audience by popularizing these handicrafts in contemporary design. A playing card game 'HAMALA' featuring Maldivian artisans, will be the main highlight, and is produced to indirectly create interest amongst Maldivian youth in the hopes of getting them interested and involved in traditional craft and it’s revival.

Maldives being one of the world’s leading island destinations, and tourism being its largest economic industry, the merchandize made for the overall project has a secondary target audience of tourists visiting the country. The idea is that the products made for the campaign (T-shirts, Tote-bags, art prints and mobile phone covers with contemporised traditional designs) would hopefully be available for purchase in local souvenir shops oneday. The underlying aim for this is to promote the Maldivian crafts adorned by the modern designs and disregard counterfeited cheap imports from overseas that hinder the local handicrafts business by a large scale.