One dirham initiative to boost charity

The National Happiness and Positivity Programme has launched a 'Change a Future' initiative to improve the lives of children across the world. The initiative is part of the 'Happiness is Giving' campaign and will be carried out in collaboration with the Emirates Red Crescent (ERC), Etisalat, du, and Department of Economic Development - Dubai and - Abu Dhabi.
There are many ways to take part in the initiative's activity. The 'Equal Value' category, for one, encourages shoppers to donate the equivalent of what they just spent - or less - to charity. The 'One Dirham' category has retail outlets charge customers, with their consent, one extra dirham to go towards the campaign.
The campaign also allows customers of Etisalat and du to raise funds for charity using emojis. Users can send an emoji to the number 2300 in order to donate Dh1 towards a food drive. They can also send the emoji to 3300 to contribute Dh5 towards healthcare, or to 7040 to contribute Dh10 to education.
The initiative is in line with the directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, to mark the beginning of the Holy Month of Ramadan with charity projects.
'Happiness is Giving' engages the private sector - particularly, the retail sector, shopping centres, retail outlets, and megastores - encouraging organisations to donate to the ERC throughout the month of Ramadan. The ERC, in turn, will donate to causes that seek to improve the quality of life for children around the world.
Ohood bint Khalfan Al Roumi, Minister of State for Happiness, noted that this initiative supports the UAE's philanthropy, and fosters partnerships between the public and private sectors to bring about real change in people's lives. This helps the UAE multiply its initiatives during the Year of Giving, as directed by Sheikh Mohammed.
She explained that the Happiness is Giving initiative is the umbrella campaign consolidating all initiatives organised by the National Happiness and Positivity Programme to mark the Year of Giving in collaboration with the public and private sectors.
bernd@khaleejtimes.com

• Dubai