His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, praised the contributions received by the “10 Million Meals” campaign, and showed the Emirates’s minerals, their human-dominated identity and the initiative towards charity, expressing his happiness with the results The campaign achieved, by setting unprecedented records, surpassing its final goal, to more than 15 million meals, just one month after its launch.
Hind bint Maktoum: “Mohammed bin Rashid established a global model for giving and human solidarity, so everyone was a help to all.” “The active presence of institutions in the government, private and humanitarian sectors is a true embodiment of the values of corporate social responsibility.” |
His Highness said in a tweet on Twitter: "Today we concluded our humanitarian campaign to feed food. Our goal is 10 million meals, and 15.3 million meals have been achieved. ”
His Highness also affirmed that: “Our human societies, our national companies, and our private sector… everyone spoke with one voice who are the people of the Emirates.”
He added that «more than 100 thousand participants in the campaign from 115 nationalities .. and 1000 volunteers working daily in the distribution».
His Highness had directed the launch of the campaign, under the patronage of the wife of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Her Highness Sheikha Hind bint Maktoum bin Juma Al Maktoum, Chairman of the Emirates Food Bank Board of Trustees, with the aim of providing support and food security to individuals, families in need, and the groups most affected by the repercussions of exceptional circumstances, That the new Corona epidemic (Covid-19) imposed on the whole world.
In line with the conclusion of the campaign, Her Highness Sheikha Hind Bint Maktoum affirmed that comprehensive community solidarity with the largest campaign of its kind to provide nutritional support to those in need, is a practical response to the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, which opens new horizons for charitable work for all initiators and charities.
Her Highness Sheikha Hind bint Maktoum bin Juma Al Maktoum, praised the global human model established by His Highness Sheikh Mohammed bin Rashid Al Maktoum, in the initiatives of giving, fraternity and human solidarity, so everyone was a help to all.
She said that the directives of His Highness Sheikh Mohammed bin Rashid, to launch a campaign of 10 million meals, the embodiment of His Highness's keenness to take care of the affairs of the needy and support those in need, and to remove the pitfalls of the honored in times of crisis to overcome challenges.
Her Highness also noted the size of the societal and institutional interaction with the campaign, which achieved its main goal during the first week of its launch, and contributions continued to flow thereto though, in an indication of the level of human solidarity between members of the Emirates community and its various sectors that represented the meanings of cooperation, solidarity and brotherhood on which the Union was based.
Her Highness praised the contributions of institutions, companies and business sectors in the campaign, saying that “the active presence of all from the institutions of the government sector, the private sector and the humanitarian sector in supporting the food support campaign for vulnerable families and individuals and segments most affected by the global repercussions of the epidemic (Covid-19), embodying the values of institutional social responsibility” .
She emphasized that the flow of contributions of citizens and residents from more than 115 nationalities to the campaign is an extension of the values of giving and giving that were established by the founding fathers, and the UAE continues today with its leadership that is keen on enabling the human being, preserving his life, preserving his dignity, and achieving his happiness, to remain a homeland for good, giving and life.
The campaign received contributions that totaled 15.3 million meals, 6.5 million of which were distributed.
The website of the campaign recorded contributions amounting to 1.4 million meals, while the total contributions via text messages amounted to 771,535 meals. The value of the in-kind contributions received by the campaign's call center reached 726,392 meals. The size of the contributions of charitable and humanitarian societies is equivalent to six million and 800 thousand meals, in addition to the contributions of businessmen and commercial companies, which amounted to five million and 700 thousand meals.
The Mohammed bin Rashid Al Maktoum Foundation for Charity and Humanitarian Business topped the list of the most prominent institutions that contributed to supporting the "10 Million Meals" campaign by making contributions in two waves. The first was 20 million dirhams, and the second was nine million dirhams.
Since its launch, the campaign's contact center has received various in-kind contributions that reflect the human dimension of the campaign of giving and making launched by the campaign, and it launched a case of community solidarity that not only provided meals and food parcels, but also took care of the quality and diversity of those meals.
Individuals and companies contributed to a wide variety of dates and fruits, such as bananas and apples, in addition to water bottles, juices, ice cream, meat and poultry products, vouchers purchased from restaurants, fast food chains and hospitality service providers.
In addition to preparing, packing and packing meals, the campaign’s operations room worked to provide an integrated loading, transport and distribution network that formed a logistical system that succeeded in delivering the equivalent of six million meals to those who deserved them throughout the country.
Given the scale of operations, partners, beneficiaries, collaborators, shareholders and volunteers, the campaign benefited from the support of the global consulting firm McKinsey in organizing its network of operations to ensure efficient management, control, and optimization of tasks.
The campaign recorded a wide public interaction through its website, digital platforms, social media and smart messaging applications, as those interacting with the campaign and its contributors from different nationalities praised its role in motivating people to participate and provide a community safety and food security network for the needy and affected by the new Corona epidemic, considering that it has achieved A comprehensive solidarity movement against the virus and its consequences.
The campaign provided an opportunity for societal segments and sectors in the state, from institutions, companies, businessmen, and personalities acclaimed in the humanitarian work and individuals able to contribute to it, whether by purchasing meals and food parcels or by providing food aid and supplies, so that meals and food parcels are delivered to the beneficiaries, From families and individuals, directly to their places of residence, wherever they are in the Emirates, in coordination with a number of humanitarian and charitable institutions and societies in the country, to alleviate the suffering of the groups that suffer the most in this exceptional circumstance resulting from the outbreak of the emerging Corona virus. Across the world, and its economic, humanitarian and social consequences, have caused the greatest harm to vulnerable groups in societies. The campaign also came in conjunction with the blessed month of Ramadan to confirm the values of compassion, solidarity, sympathy, giving and support for all who need help and assistance.
A new way
During the month of Ramadan, a new method of contribution was added to the initiative “the longest donation fund in the world” which succeeded during its week on its website www.tallestdonationbox.com in collecting contributions equivalent to the value of 1.2 million meals that went to the campaign, for whom the contributors lit 1.2 lights on the front of the Burj Khalifa, To constitute the longest beacon of hope in the world radiating the meanings of human solidarity in the face of the global epidemic "Covid-19" and its economic, social and humanitarian challenges.
Campaign connections
150 An international TV and press report carried the initiative of "the world's longest donation fund" supporting the "10 Million Meals" campaign to more than 723 million followers. |
Etisalat and du provided the technical support for the campaign, and made known to it and its goals through the various digital and marketing platforms, in addition to sending text messages to the subscribers of the two companies to introduce them to the campaign and encourage them to contribute to their support by sending text messages of all meals to contribute to its price.
Media momentum
The innovative humanitarian initiative that illuminated hundreds of thousands of bright spots on the longest façade of the world's largest urban architecture, more than 828 meters high, contributed to a new media momentum at the local, regional and global levels, as it conveyed more than 150 TV reports and international press details of the "longest donation fund in the world" Supporting the "10 Million Meals" campaign and achieving its goals within one week, for more than 723 million followers around the world.
cooperation
The "10 Million Meals Meals Campaign" was organized by the Mohammed bin Rashid Al Maktoum Initiatives International, in cooperation with the Community Solidarity Fund against "Covid-19" launched by the Department of Awqaf and Charitable Activities in Dubai. The campaign was carried out by three main institutions, namely the Mohammed bin Rashid Al Maktoum Foundation for Charity and Humanitarian Works, the Emirates Food Bank and the Emirates Water Department.
1000 volunteers
More than 1,000 volunteers from different regions, specialties and age groups participated in the operations of the "10 Million Meals" campaign; From 18 to 53 years old. They came from five main institutions: Dubai Municipality, the "Your City Calls You" initiative, the "Makers of Hope" program, volunteer.ae and the Community Development Authority.