Residents help feed 100,000 during Ramadan

A more generous side of the UAE community has come came to the fore once again during this Ramadan, as people from all walks of life lined up to support the Salma humanitarian relief programme.
The campaign has invited the UAE residents to take part in the global fight against hunger through sponsoring meals for those in need, and collected enough donations to pay for 100,000 meals.
The initiative was a result of joint efforts by Awqaf and Minors Affairs Foundation (AMAF), Emaar Foundation, and Mastercard - a first-of-its-kind public-private partnership aimed at raising funds for the less fortunate.
Aiming to attract donors, a special platform at The Dubai Mall featured a replica of a refugee camp manned by volunteers as well as an interactive screen projecting a city of tents with a line of children waiting for food aid at the forefront.
Choithrams and Union Coop outlets in Dubai publicised the initiative across their building facades, shopping carts and checkout counters. Cashiers provided customers with a quick overview of the campaign and invited them to contribute Dh10 or more, with the amount of the donation added to the overall bill.
Tayeb Al Rais, Secretary General of Awqaf and Minors Affairs Foundation (AMAF), said: "Such initiatives stem from our aspiration to alleviate the suffering of the disadvantaged and those affected by wars and disasters, regardless of their religion or skin color."
Launched by His Highness Shaikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai in 2014 in collaboration with the AMAF, the Salma programme, the UN World Food Programme and Dubai International Humanitarian City, provides safe, high-quality, nutritious and 100 percent halal food to communities affected by natural disasters, wars and conflicts.
Al Rais added that the programme has so far distributed 200,000 meals to victims of conflicts in Gaza, Palestine; 7,000 meals to flood victims in the Philippines, 70,000 meals to Socotra, Yemen, and 40,000 meals to three African countries.
"It has also supplied 50 tonnes of meat to Syrian refugees in Jordan, with more aid currently underway. "
Ahmad Al Matrooshi, chairman of Emaar Foundation, said the overwhelming response of the community has underlined Dubai's reputation as a city that cares.
"Emaar Foundation is committed to supporting such initiatives that make a positive difference to people's lives."
Khalid Elgibali, division president, MENA, Mastercard, said they served as a vital cog in the effort to facilitate humanitarian aid, using its expertise and resources to bring relief to people in need through innovative technology-driven initiatives, such as the smart donation mobile application that we launched in 2015.
"The initiative's success demonstrates once again that we can break the cycle of hunger and poverty through effective collaboration and the strategic use of digital innovation."
ahmedshaaban@khaleejtimes.com