Dubai: The Roads and Transport Authority in Dubai (RTA) has announced a contribution of AED5 million to support the 'Edge of Life' campaign. This initiative aims to rescue five million children from hunger, launched during Ramadan by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai. The campaign seeks to raise at least AED1 billion to implement sustainable programs that combat childhood hunger globally.
According to Emirates News Agency, the 'Edge of Life' campaign, which operates under the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), builds upon previous Ramadan campaigns directed by His Highness Sheikh Mohammed bin Rashid. The campaign has garnered a wide response from the UAE community and is organized in partnership with UNICEF, Save the Children, the Children's Investment Fund Foundation (CIFF), and Action Against Hunger.
Mattar Al Tayer, Director-General and Chairman of the Board of Executive Directors of RTA, highlighted that the initiative by His Highness Sheikh Mohammed bin Rashid Al Maktoum is part of a longstanding humanitarian approach that positions the UAE as a global model for sustainable institutional philanthropy. Al Tayer emphasized that RTA's participation in the campaign is rooted in its corporate social responsibility and commitment to contributing to national initiatives with a global humanitarian impact.
Al Tayer remarked that launching the campaign during Ramadan demonstrates an understanding of the month's message of mercy, solidarity, and compassion. He noted that the initiatives of His Highness Sheikh Mohammed bin Rashid Al Maktoum go beyond direct relief, reflecting a strategic vision for a sustainable impact on vulnerable groups, particularly children.
He added that the Edge of Life campaign addresses one of the world's serious challenges, with millions of children facing malnutrition, which threatens societal stability. The initiative underscores the UAE's humanitarian mission focused on human protection and dignity, led by President His Highness Sheikh Mohamed bin Zayed Al Nahyan and His Highness Sheikh Mohammed bin Rashid Al Maktoum.
Al Tayer also pointed out that investing in rescuing children from hunger and malnutrition is an investment in humanity's future, as food security is essential for stability and sustainable development. The campaign's strategic significance is evident in its partnerships with international organizations to mobilize efforts and resources, ensuring effective support for those in need.
He concluded that the initiative sends a message of hope from the UAE to millions of children worldwide, emphasizing that protecting human life is a priority beyond borders. The UAE will continue to lead these efforts, turning values into actions and humanitarian action into real-world impact.
The Edge of Life campaign welcomes donations from institutions and individuals across seven main channels, including the campaign's website (www.edgeoflife.ae) and a dedicated call center via the toll-free number (800 4999). Contributions can also be made via bank transfers in the UAE dirham to the campaign bank account number with Emirates Islamic Bank (IBAN: AE940340003708472909222).
Donations via SMS are possible by sending 'LIFE' to specific du and e numbers (1034 for AED10, 1035 for AED50, 1036 for AED100, and 1038 for AED500). Other platforms for contributing to the campaign include the DubaiNow app, YallaGive.com under the 'Donations' tab, and Dubai's community contributions platform Jood (Jood.ae).