The campaign results exceeded what was achieved last year, with a value exceeding AED 606,000
Dubai, UAE, 19 May 2021: Dubai Culture and Arts Authority (Dubai Culture) concluded the second edition of the Ramadan Heroes campaign launched at the advent of the holy month in cooperation with its partners talabat, Emirates Red Crescent Authority (ERC) and the UAE Food Bank, benefitting over 76,000 people.
This campaign fell under the umbrella of Dubai Culture's humanitarian community initiatives aimed at promoting the spirit of benevolence and spreading the values of giving among society members. It also came within the framework of the Authority's efforts to support the UAE's agenda of achieving the global Sustainable Development Goals, especially the second goal — ending hunger — as well as of ensuring food security, improving nutrition, and promoting sustainable agriculture. The campaign also sought to support the 100 Million Meals' campaign, the largest food drive in the region launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum.
The Ramadan Heroes campaign allowed community members in the country to contribute by purchasing Iftar meals and ‘talabat Mart' Ramadan boxes through talabat that were safely and rapidly delivered, in coordination with the campaign's partners, to beneficiaries' homes across the UAE. The campaign succeeded in delivering Iftar meals and talabat Mart Ramadan Boxes to 76,652 beneficiaries with a total value exceeding AED 606,000.
Shaima Rashed Al Suwaidi, Director of the Marketing & Corporate Communication Department, and Acting Chief Executive Officer of Arts & Literature Sector at Dubai Culture, said: “During the holy month, the Emirati society once again embodied the values of generosity and compassion for which it has always been known, made evident through the support the campaign received from various society members. We are happy with what the Ramadan Heroes campaign has achieved, whose results exceeded what was achieved in last year's edition. We extend our sincere gratitude to our partners, who have made distinguished efforts to achieve the campaign's objectives, stressing the continuation of this fruitful cooperation in carrying out our community mission to promote the values of solidarity and giving as well as of charitable and humanitarian work in the UAE.”
HE Hamoud Abdullah Al-Junaibi, Deputy Secretary-General for Marketing and Resource Development at the ERC, praised the positive results achieved by the Ramadan Heroes for the second consecutive year, which contributed to mobilising support for vulnerable families and groups, providing them with food supplies during the holy month. He also stressed that the Emirates Red Crescent Authority highly regards such qualitative initiatives due to their resulting positive impact on social responsibility while also promoting mechanisms of cooperation and coordination with local partners.
Al-Junaibi added: “We are pleased that we were part of this initiative that expanded its programmes to reach 76,000 beneficiaries thanks to the good will and kindness of donors across the nation.”
Jérémy Doutté, Vice-President UAE at talabat, said: “Through the second edition of the Ramadan Heroes campaign this year, we were able to facilitate the donation of over 76,652 meals, exceeding last year's 50,000 meal donation milestone. This reflects the UAE's compassion and deeply-rooted spirit of philanthropy. We are very humbled by the success of our partnership with Dubai Culture, Emirates Red Crescent and UAE Food Bank, which enabled us to give back to the community we operate in during the holy month of Ramadan. By devoting our platform for good, we connect our customers with charities in the UAE and beyond, and allow them to give back to the society safely and easily through the talabat app. We are grateful for our ability to support such noble causes not only in Ramadan, but all year round.”
The purchased iftar meals and talabat Mart Ramadan boxes were delivered to workers and needy families across the UAE in coordination between Dubai Culture and its partners talabat, ERC, and the UAE Food Bank, taking into account sterilisation and safe deliveries. Iftar meals and talabat Mart Ramadan boxes were distributed in Dubai, Ajman, Umm al-Quwain and Ras Al Khaimah through the respective UAE Food Bank branches, while donations in Abu Dhabi were delivered via ERC. Donations to Sharjah and Fujairah were delivered in cooperation with Sharjah Charity Association and Fujairah Charity Association respectively.