Dubai: du, the leading telecom and digital services provider, has been named as a strategic partner for the Edge of Life campaign, an initiative launched during Ramadan by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai. The campaign aims to rescue five million children from hunger by raising a minimum of AED1 billion to combat childhood hunger globally.
According to Emirates News Agency, du will provide technical and logistical support to the campaign, promoting it by changing its network name to "EdgeOfLife." The telecom operator will also encourage participation by sending SMS messages to introduce the campaign and its objectives. In a bid to further support the cause, du will dedicate a set of Platinum numbers to be auctioned at the Most Noble Number charity auction, scheduled for March 7th at the Armani Hotel Dubai, Burj Khalifa. This auction is organized in collaboration with Emirates Auction and features participation from businessmen and philanthropists in the UAE.
The premium numbers to be auctioned include: 058-0000000, 058-0000001, 058-0000002, 058-0000003, 058-0000004, 058-0000005, 058-0000006, 058-0000007, 058-0000008, and 058-0000009. Fahad Al Hassawi, CEO of du, emphasized the significance of the campaign as a notable humanitarian initiative that underscores the UAE's leading role in global humanitarian efforts. He highlighted the importance of unifying global efforts to support vulnerable children and ensure sustainable access to nutrition.
Al Hassawi stated, "Driven by our ongoing commitment to social responsibility, we will dedicate our technical and digital capabilities to support the campaign and amplify its message to a broader audience. This effort is aimed at fostering active engagement and facilitating individual contributions through all available channels. It is an honor to participate in the Most Noble Number charity auction and dedicate a set of premium numbers to this cause, reinforcing our strategic partnership in national initiatives and supporting humanitarian work within the UAE community."
The Edge of Life campaign is organized under the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI) and is conducted in partnership with UNICEF, Save the Children, the Children's Investment Fund Foundation (CIFF), and Action Against Hunger. The campaign welcomes donations from institutions and individuals through various platforms, including its website (www.edgeoflife.ae) and a dedicated call center (800 4999).
Donations can also be made via bank transfers to the campaign's account with Emirates Islamic Bank (IBAN: AE940340003708472909222), and through SMS by sending 'LIFE' to specified du and e numbers. Additional platforms for contributions include the DubaiNow app, YallaGive.com, and Dubai's community contributions platform Jood (Jood.ae).