On the 10th of July, Dubai Cares launched a community engagement activity in The Dubai Mall as part of its 2013 “End Poverty. Educate Now.” Ramadan campaign. Located at the Star Atrium, the activity ran for a period of 20 days, during which it successfully engaged mall visitors in contributing towards making a difference to the lives of underprivileged children living in developing countries.
The activity helped demonstrate the inevitable fact that education is one of the most effective tools in breaking the cycle of poverty. Visually attractive information displays were placed around the stand in order to provide visitors with a brief description of the programs that Dubai Cares is undertaking in several developing countries to combat poverty via education.
Damas was among the brands that provided essential support through their sponsorship of parts of the initiative, such as the interactive stand that initially showcased black and white images of children living in dire poverty and then gradually changed into colored images of children receiving education after each donation of AED 50 had been made.
Canon Middle East also showed their immense support towards this campaign by managing the photo booth set on the stand and offering participants the chance to have their pictures taken. If desired, a copy was then posted onto a wall at the stand and another copy was given to the contributor as a souvenir for their contribution.
Dubai Cares facilitated donations on-site by placing donation boxes at various points in the mall, in addition to providing the opportunity for the UAE community to donate via SMS.