Dubai: Dubai Duty Free has joined a growing list of contributors to the Edge of Life campaign to rescue five million children from hunger, with a contribution of AED 7 million.
According to Emirates News Agency, the campaign was launched in Ramadan by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, with the aim of raising a minimum of AED 1 billion to help fight childhood hunger globally.
Dubai Duty Free's contribution comes amidst widespread participation in the campaign, which operates under the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI). The campaign aims to combat childhood hunger worldwide, a critical threat to the fundamental right to life, and an urgent humanitarian and moral imperative.
The Edge of Life campaign is organized in partnership with UNICEF, Save the Children, the Children's Investment Fund Foundation (CIFF), and Action Against Hunger. Dubai Duty Free Managing Director, Ramesh Cidambi, affirmed that the campaign is set to significantly advance international efforts to combat childhood hunger, reflecting the UAE's commitment to empowering underprivileged communities.
Cidambi stated: 'Dubai Duty Free's contribution to this Ramadan campaign reflects our commitment to supporting philanthropic efforts and humanitarian campaigns launched by the UAE. This campaign is particularly significant given the profound global challenges regarding access to food and the essential funding required to implement sustainable programmes.'
The campaign continues to welcome donations from institutions and individuals across various channels, including the campaign's website (www.edgeoflife.ae), a dedicated call centre via the toll-free number (800 4999), bank transfers within the UAE, SMS donations, and platforms like the DubaiNow app, YallaGive.com, and Jood.ae.