’10 Million Meals’ campaign launched to support Covid-19 affected communities across UAE
Dubai’s Ramadan campaign to feed millions within Covid wins awards.
The ’10 Million Meals’ campaign, launched to support Covid-19-hit communities in the UAE throughout the holy month of Ramadan, has collected six Cresta Awards for art and innovation; and five Short Social Welfare awards for driving positive impact on society.
The campaign was also shortlisted for the MEPRA Award’s Best Campaign in the Middle East in 2020 for its new concept, design and implementation.
Presented by Sheikh Hind bint Maktoum bin Juma Al Maktoum, the wife of His Excellency Sheikh Mohammed bin Rashid Al Maktoum, Deputy President and Prime Minister of the UAE and Governor of Dubai, and Chairman of the Board of Trustees of the UAE Food Bank, the 10 Million Meals 15.3 million in low-income households and low-income individuals.
Bringing the community together
The ’10 Million Meals’ campaign has created a huge movement for unity across the UAE, attracting significant financial and humanitarian contributions to citizens and residents of more than 115 nations, as well as public and private companies. More than 1,000 volunteers helped to distribute the donated food throughout the UAE.
While corporations and prominent businesses pledged 5.7 million meals, joint donations from charities and charities helped 6.8 million meals.
Burj Khalifa as a donation box
Launched to support the ’10 Million Meals’ campaign, ‘World’s Tallest Donation Box’ received nominations and 34 national awards. Launched in partnership with Burj Khalifa, the program drew 1.2 million food donations within a week of its launch in May 2020.
Placing Burj Khalifa’s 1.2 million lamps sold for each Dh10, the move provided one meal per light, illuminating the world’s tallest tower with a powerful act of solidarity and hope for people affected by Covid-19 worldwide.
The program received six Cresta Awards, honoring new campaigns in 24 different categories. The initiative raised Cresta’s gold medal in digital construction; two silver medals in two categories of campaign websites and microsites, and integrated digital campaigns; three bronze medals in health care – Special Categories of Covid-19, Creative Technology – Data Use, and Microsite.
The World’s Longest Donation Box was also nominated for Cresta’s Brand Activism, Real Time Advertising and “Wish we’dd of that award” categories.
The World’s Longest Contribution Box holds five wagons in five categories for the SHORTY Social Good Awards: Best Relief Relief, Best Work for Hunger & Poverty Relief, Best Work in Government and Politics, Best Data Visualization and the gold award in the Best in Real Response Time.
Other entries include the World Health Organization (WHO), United Nations Development Program (UNDP), United Nations Population Fund, Greenpeace, Goofle and National Geographic.
New ones are used to make a positive impact
Mohammad Al Gergawi, General Secretary of Mohammed Bin Rashid Al Maktoum Global Initiatives, said: “Sheikha Hind bint Maktoum’s approach to humanitarian work sets an example of using new methods to reach all sections of society and build solidarity to achieve a positive impact.
“The efforts of Sheikha Hind bint Maktoum receive wide praise for their ability to uplift vulnerable communities and encourage organizations to support humanitarian work in a new way. The recruitment of new services to charities is based on Sheikh Mohammed bin Rashid’s vision of friendship and regular monitoring of results and performance.
“The UAE aims to set new approaches to humanitarian action to provide a quick and immediate response to problems, disasters and emergencies preserving human dignity and improving people’s lives.”
The international awards recognizing the UAE’s aid programs present “concrete evidence” of its state of affairs, impact and innovation around the world.
“These influential programs reflect the UAE’s practical values of generosity and commitment. The UAE is built on the principles of helping vulnerable people and assisting the needy whenever needed, it serves no other purpose than to improve the lives of people in every corner of the globe. ”