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Back to news listing 16th July, 2013

Dubai Cares’ “End Poverty. Educate Now.” Ramadan Campaign comes to life at The Dubai Mall

Interactive stand at the Star Atrium provides the UAE community with an opportunity to get involved and make a difference for children living in poverty
Dubai Cares’ “End Poverty. Educate Now.” Ramadan Campaign comes to life at The Dubai Mall

As part of its “End Poverty. Educate Now.” Ramadan campaign for 2013, Dubai Cares is running a community engagement activity for three weeks at The Dubai Mall’s Star Atrium. The mall activity, which reinforces the importance of education as one of the most effective tools to break the cycle of poverty - the central message behind the Dubai Cares’ Ramadan campaign this year - will provide all participants the opportunity to contribute and make a difference in the lives of impoverished children globally.

Tariq Al Gurg, Chief Executive Officer of Dubai Cares said: “’End Poverty. Educate Now.’ is the message that our campaign aims to drive across the entire UAE community, as we continue our efforts in providing children in developing countries with access to quality primary education. The Dubai Cares stand aims to firmly establish the link between access to education and reduction in poverty, in a visually attractive and interactive manner.”

The interactive stand, sponsored by Damas and located at The Dubai Mall’s Star Atrium, will run throughout the first 20 days of Ramadan and will start with black and white posters on tiles showing children living in poverty, which will gradually transform into a colored image representative of children receiving an education. The change will take place every time a donation of AED 50 is made in support of the campaign. This symbolic activity will help convey the impact and difference that every dirham can make to a child's life.

Nasser Rafi, Chief Executive Officer of Emaar Malls Group said: “The Dubai Mall is honoured to join hands, for the fifth year, with Dubai Cares to mark the Holy Month of Ramadan, a time to reflect on the values of solidarity and generosity. We fully support the vision of Dubai Cares to eradicate poverty by promoting education. This year’s innovative exhibition, showcasing the change in one’s life thanks to the donations, will serve as an inspiration for visitors to the mall from around the world to actively partner in contributing to a noble cause. The Dubai Mall is offering visitors the opportunity to make their contributions while shopping or through donation boxes placed in various locations in the mall.”

Canon Middle East has also extended support to the campaign by managing the photo booth at Dubai Cares’ stand. Visitors to the stand who make a donation will be able to get their picture taken at the photo booth, post it on a wall at the stand and keep a copy as a souvenir.

Anurag Agrawal, Managing Director of Canon Middle East said: “Canon has a strong commitment to supporting the communities within which it operates, and this partnership is just one example of the work that we carry out. We are delighted to work with Dubai Cares in supporting such a fundamental cause. The launch of our photo booth during Ramadan is a great way to remind people of the importance of giving to those less fortunate than ourselves, especially during this Holy Month.”

While visitors to The Dubai Mall can make donations to Dubai Cares at the stall, the UAE community can also get involved in the “End Poverty. Educate Now.” campaign by:

  1. Donating via SMS by sending the word "donation" to 9030, 9090, 9300, 9600 and 9900 to donate AED 30, AED 90, AED 300, AED 600 or AED 900 respectively (etisalat and du)
  2. Donating through special Ramadan promotions at Damas, Level Shoe District in The Dubai Mall and Lulu Hypermarket
  3. Making online donations at www.dubaicares.ae 
  4. Conducting personal fundraising activities in support of Dubai Cares through www.justgiving.com/dubaicares. “Just Giving” is an online charity platform where people can raise money for a cause.
  5. Making a direct financial donation through bank deposit to Dubai Cares account or with a cheque addressed to Dubai Cares
  6. Dropping their contributions at donation boxes placed in various locations throughout Dubai

Building on the successful initiatives and campaigns which Dubai Cares has been running together with The Dubai Mall, both entities launched an exclusive Ramadan-specific partnership with retail stores and food & beverage (F&B) outlets located at The Dubai Mall, where customers are invited to add AED 5 or more to their purchases through a point of sale display at check-out stands, table tents or donation boxes at over 125 retail and F&B participating outlets throughout the mall.

Participating outlets at The Dubai Mall are: 1915 by Seddiqi, Al Fardan Exchange, AEO, Aeropostale, Ahmed Seddiqi & Sons, Aldo, Aldo Accessories, AMIKA, Audemars Piguet, Baume & Mercier, BBW, Birkenstock, Bloomingdale's, Boots, Charles & Keith, Chopard, Christian Louboutin, Claire's, Coast, Cocoon, Coffeol, Cold Stone, Cortefiel, COS, Debenhams, Dorothy Perkins, Dune, Elie Saab, Ermenegildo Zegna, Esprit, Express, Faconnable, Footlocker, Forty Carrots, Galeries Lafayette, Garage, Givenchy, H&M, Harry Winston, Hilfiger Denim, Inglot, Jack Wills, Jackberry's, Jashanmal Home Stores, Jo Malone, Justice, Khunji (Abaya & Shela), Khunji (Men), La Perla, La Vie En Rose, Lancel, LANVIN, Le Pain Quotidien, London Fish & Chips, MAC, Magic Wok, Magnolia Bakery, Mashawi express, MCM, Miss Selfridge, Miss Whatever, Missoni, Moreschi, Mothercare, Motivi, Muji, Mulberry, New Yorker, Next, Nine west, Ninewest Accessories, Noodle Factory, Naturalizer, Oasis, Okaidi, Panerai, Parfois, Paris Gallery, Patek Philippe, PAULE KA, Payless, Pedro, PF Chang’s, Piaget, Pinkberry, Pitter Patter, Potbelly, Pottery Barn, Pottery Barn Kids, Richard Mille, River Island, RODEO DRIVE, Rolex, Scotch and Soda, SCUDERIA FERRARI, Seddiqi & Sons, Shamiana, Skechers, Solaris, Spring, Starbucks, Sugoi, Symphony, Tabbah, TAF Kids, Tag Heuer, Temperley London, Texas Road House, Tim Hortons, Times of Arabia Restaurant, TOMFORD, Tommy Hilfiger, Tommy Hilfiger Kids, Topman, Topshop, Victoria's Secret, Vincci, Vision Express, Wallies, Warehouse, West Elm, Wired Up, Wolford, Women's Secret and ZWILLING.

Damas is also supporting Dubai Cares during Ramadan through its retail outlets.  Every Damas customer who buys diamond/pearl jewelry or watches for AED 3000 or more from any Damas store in the UAE will be able to purchase a coupon of AED 50, from which the proceeds will go as a donation directly to Dubai Cares. For each donation of 50 AED, Damas will grant an instant discount of AED 100 on the purchase to the customer as an incentive to donate.

Anan Fakhreddin, Chief Executive Officer of Damas said: “We are very excited to show our support to Dubai Cares’ Ramadan campaign. Damas has long been known for its efforts to better the community, and giving back is part of our identity as an organization. This Ramadan, we want to do our best to encourage our customers to share in the spirit of giving, and donate as much as possible.”

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