This week, the MBRGI set up the ‘World’s Tallest Donation Box’ at the Burj Khalifa, which secured 1.2 million meals for low-income families and individuals affected by the Covid-19 pandemic.
Transformed into a donation box, the Burj Khalifa lit up the 1.2 million lights after donations poured from individuals and companies to complete the target.
According to Khaled AlShehhi, the executive director of production and digital communications sector at the public diplomacy of the UAE Ministry of Cabinet Affairs and the Future, said that “the initiative allowed donors to see the direct impact of their contributions through the lights that shine on the world’s tallest building, which symbolizes the rays of hope their acts of giving bring to people’s lives at the time.”
The ‘beauty’ of the initiative, AlShehhi said, was that volunteers could “donate with a click of a button and within the comfort of their own homes.”
Similarly, the MBRGI’s ’10 million meals’ campaign involves a ‘large-scale logistical’ network of government entities, humanitarian organisations and transport services to reach its targets.
“The food distribution mechanism involves many partnering entities, with assigned roles, to implement the campaign on ground effectively throughout the holy month of Ramadan,” he said. “An average of 300,000 meals are distributed daily.”
There are currently over 30 entities and initiatives that work with MBRGI in five broad pillars: humanitarian aid and relief, healthcare and disease control, spreading education and knowledge, innovation and entrepreneurship and empowering communities.
“At MBRGI, we are primarily devoted to devoting lives and supporting vulnerable and disadvantaged communities across the world, irrespective of color, race or religion,” AlShehhi said. “Our initiatives and entities focus on empowering people to drive positive change within their communities.”
(Source: Arabian Business YouTube channel)
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