Dubai: The Edge of Life campaign, initiated by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, is making significant strides in its mission to amass AED1 million to aid five million children threatened by hunger worldwide. The campaign has unveiled seven distinct channels through which both individuals and institutions can contribute, particularly during the holy month of Ramadan.
According to Emirates News Agency, the campaign, which underscores the values of giving and compassion, is specifically targeted at children in the most vulnerable communities globally, especially those in regions afflicted by natural disasters and conflicts. Alarming statistics highlight that every minute, five children under the age of five succumb to malnutrition and hunger across the world.
Donations to the Edge of Life campaign can be made via several avenues, including the campaign's official website, SMS, bank transfers, a dedicated call centre, the DubaiNow app, YallaGive.com, and the Jood.ae platform for community contributions in Dubai. The campaign's website (www.edgeoflife.ae) accepts donations from individuals, businesses, and institutions inside and outside the UAE.
A dedicated call centre has been set up to facilitate donations, reachable at the toll-free number (8004999) daily from 10 am to 5 pm, including weekends. Donors can also opt for direct bank transfers to the campaign's Emirates Islamic Bank account (IBAN: AE940340003708472909222) in UAE dirhams.
For one-time donations via SMS, individuals can send the word 'LIFE' to specific du and e and numbers: SMS 'Father' to 1034 for a AED10 donation, to 1035 for AED50, to 1036 for AED100, and to 1038 for AED500.
The DubaiNow app, in collaboration with Digital Dubai, facilitates contributions under the "Donations" tab, enhancing the campaign's reach within the UAE. Contributions are also welcomed on YallaGive.com, which offers a digital platform under the "Donations" tab, broadening the community reach to support the campaign's humanitarian objectives.
Additionally, the Jood platform (www.jood.ae) allows for the creation of special portfolios for institutions or individuals to initiate mini-campaigns, motivating friends, colleagues, and followers to participate. The platform is open to individuals, businesses, and institutions from both the private and public sectors, as well as celebrities and various community groups.
Operating under the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), the campaign is committed to implementing sustainable programs to combat childhood hunger globally by fostering a widespread community movement that aligns with its goals.
The Edge of Life campaign, dedicated to rescuing five million children from hunger, is organized in collaboration with international partners, including UNICEF, Save the Children, the Children's Investment Fund Foundation (CIFF), and Action Against Hunger.