UAE’s biggest community campaign, the ‘10 million meals’ has secured six Cresta Awards for its creativity and innovation and five SHORTY Social Good Awards for inducing a positive impact in society.
The ’10 million meals’ campaign was launched to help COVID-19 affected people in the UAE throughout the holy month of Ramadan. The initiative was also shortlisted for the MEPRA Award for Best Campaign in the Middle East in 2020 for its creative concept, design, and execution.
The campaign launched by Her Highness Sheikha Hind bint Maktoum bin Juma Al Maktoum, wife of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai, and Chairperson of the Board of Trustees of UAE Food Bank, has provided 15.3 million meals to low-income families and people affected by COVID-19 pandemic.
“Sheikha Hind bint Maktoum’s approach to humanitarian work sets an example of using innovation to reach all segments of society and create solidarity to achieve a sound positive impact. Sheikha Hind bint Maktoum’s initiatives receive widespread admiration for their capacity to empower vulnerable communities and inspire entities to support humanitarian work innovatively. Employing innovation in humanitarian work stems from His Highness Sheikh Mohammed bin Rashid’s vision to institutionalize philanthropy and regularly follow up its results and execution. The UAE aims to set new criteria for humanitarian work to provide an efficient and swift response to crises, disasters, and emergencies to preserve people’s dignities and improve lives.”
Al Gergawi also noted that the international awards that recognize the UAE’s humanitarian initiatives present tangible proof of their leading status, impact and innovation worldwide.
“The impactful initiatives reflect the UAE’s deeply-rooted humanitarian values of giving and dedication. The UAE is built on the principles of aiding the vulnerable and lending a helping hand to the disadvantaged whenever needed, fulfilling no other objective than to improve lives across every corner of the world,” he further added.
A broad movement of solidarity around the kingdom was generated by the ’10 Million Meals’ initiative, attracting overwhelming financial and in-kind contributions from people and inhabitants of over 115 citizens, as well as public and private businesses. More than 1000 volunteers helped to distribute the donated food across the UAE.
While businesses and influential entrepreneurs committed 5.7 million food packages, collective contributions from humanitarian and charitable organizations supported to get 6.8 million meals in the campaign overseen by the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI) in partnership with the Social Solidarity Fund against COVID-19.
The UAE Food Bank, Mohammed bin Rashid Al Maktoum Humanitarian and Charity Establishment (MBRCH), and the UAE Water Assistance Foundation (Suqia UAE) carried out the initiative, in cooperation with ministries, federal and local agencies, and humanitarian and charitable organizations in the UAE.