Dubai: Innovo Group announced a significant contribution of AED5 million in support of the Edge of Life campaign, an initiative aimed at rescuing five million children from hunger. The campaign was launched during Ramadan by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister and Ruler of Dubai. Its primary goal is to raise at least AED1 billion for sustainable programs addressing childhood hunger worldwide.
According to Emirates News Agency, Innovo Group's contribution comes as part of a broader participation in the campaign, which is under the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI). The campaign seeks to galvanize community support to achieve its ambitious objectives. It invites individuals and institutions alike to contribute, promoting values of compassion and solidarity to support the most vulnerable populations.
The Edge of Life campaign collaborates with global organizations including UNICEF, Save the Children, the Children's Investment Fund Foundation (CIFF), and Action Against Hunger. Bishoy Azmy, CEO of Innovo Group, emphasized that the campaign reflects the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum to drive positive change globally, highlighting the UAE's leadership in humanitarian efforts.
Azmy further stated that Innovo Group's involvement in the campaign underscores their commitment to supporting UAE-led humanitarian initiatives. The focus is on implementing sustainable programs that ensure children worldwide receive essential nutrition, fostering a safer environment and a promising future.
The campaign continues to accept donations through seven main channels, including its official website (www.edgeoflife.ae) and a dedicated call center (toll-free: 800 4999). Contributions can also be made via bank transfers to Emirates Islamic Bank (IBAN: AE940340003708472909222), or through SMS by sending 'LIFE' to specified numbers for different amounts. Additionally, donations can be made via the DubaiNow app, YallaGive.com, and Dubai's community contributions platform Jood (Jood.ae).