Dubai: The Dubai Roads and Transport Authority (RTA) has announced its commitment to the Most Noble Number charity auction organized by the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), set to take place at the Armani Hotel Dubai, Burj Khalifa on March 7th. The auction aims to support the Edge of Life campaign, which seeks to rescue five million children from hunger, a cause championed by His Highness Sheikh Mohammed bin Rashid Al Maktoum during Ramadan.
According to Emirates News Agency, the Edge of Life campaign, conducted in collaboration with UNICEF, Save the Children, the Children's Investment Fund Foundation (CIFF), and Action Against Hunger, intends to raise at least AED1 billion to combat childhood hunger globally. RTA has devoted nine exclusive plate numbers to be auctioned, including DD 6, DD 16, DD 25, DD 30, DD 99, DD 100, DD 999, DD 7000, and DD 22222. The auction is expected to attract high-profile individuals, philanthropists, and business leaders who are eager to support humanitarian initiatives in the UAE.
The campaign operates under MBRGI, the region's largest foundation dedicated to humanitarian, aid, development, and social work. It builds on the success of previous Ramadan campaigns directed by His Highness Sheikh Mohammed bin Rashid Al Maktoum, which have garnered significant support from the UAE community. Mattar Al Tayer, Director-General and Chairman of the Board of Executive Directors of RTA, emphasized that the campaign embodies the vision of His Highness for establishing a sustainable approach to humanitarian action in the UAE.
Al Tayer remarked, "It is an honour to support this humanitarian initiative by dedicating the proceeds of premium plate numbers to the Edge of Life campaign, which aims to rescue five million children from hunger." He invited public participation to help achieve the campaign's goals, noting that charity auctions have been instrumental in promoting a culture of giving and social responsibility.
The Edge of Life campaign welcomes donations and contributions through seven main channels, including its website (www.edgeoflife.ae) and a dedicated call center via the toll-free number (800 4999). Donations can also be made via bank transfers, SMS, the DubaiNow app, YallaGive.com, and the Jood community contributions platform.