Dubai: Under the directives of H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, the Mohammed bin Rashid Al Maktoum Charitable Establishment has pledged AED 20 million to the Edge of Life campaign, an initiative aimed at rescuing five million children from hunger.
According to Emirates News Agency, the campaign was inaugurated during Ramadan by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. The initiative seeks to raise at least AED1 billion to combat childhood hunger globally.
H.H. Sheikh Ahmed emphasized that the campaign embodies the humanitarian philosophy of His Highness Sheikh Mohammed, reflecting his commitment to launching impactful initiatives that aid underprivileged communities worldwide. The goal is to ensure dignity and essential nutrition for children at risk of hunger.
Sheikh Ahmed stated that the campaign highlights the values taught by His Highness Sheikh Mohammed, underscoring kindness and humanity as core elements of national identity. This Ramadan initiative is seen as a significant step in international efforts to fight childhood hunger, in collaboration with leading global organizations.
Abdulla Al Basti, Secretary General of The Executive Council of Dubai, affirmed that the campaign represents the vision of His Highness Sheikh Mohammed for sustainable giving. Al Basti highlighted the UAE's role as a global leader in humanitarian action and the new era of efforts to protect children from hunger and malnutrition.
Al Basti noted that the Establishment's contribution, under Sheikh Ahmed's directives, supports all Ramadan humanitarian initiatives launched by His Highness Sheikh Mohammed. The Establishment's participation reflects a commitment to addressing childhood hunger urgently.
The Mohammed bin Rashid Al Maktoum Charitable Establishment has been a significant supporter of previous Ramadan food aid campaigns, including the 10 Million Meals and 1 Billion Meals Endowment campaigns, as well as other endowment campaigns.
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. It targets childhood hunger as a severe global threat to life and stability in vulnerable communities.
The campaign focuses on children in danger of hunger in the most vulnerable communities. Statistics indicate that every minute, five children under the age of five succumb to malnutrition and hunger worldwide.
Donations to the campaign are accepted through various channels, including the campaign's website, a dedicated call center, and bank transfers. Contributions can also be made via SMS, the DubaiNow app, YallaGive.com, and the Jood platform.