• 11 April 2013

In a step that reinforces its commitment to the community, Masafi - one of the region’s leading FMCG brands - announced today at a press conference held in Dubai that it has partnered with UAE-based philanthropic organization, Dubai Cares, for the launch of an innovative fundraising campaign in support of quality primary education. As part of the ‘Thank You” campaign, proceeds from the sale of the Masafi water which are sold nation-wide and carry the logo of Dubai Cares and the message “On behalf of all the children you’re helping, Thank You” will go towards providing children in developing countries access to quality primary education.

The campaign will also witness the online auction of a 1.5 litre natural mineral water bottle - the first-of-its-kind online philanthropic auction for a bottle of natural mineral water - running till June 30, 2013 and benefiting Dubai Cares’ programs globally. Bidders and donors can log on to www.mostpreciouswater.com in order to participate in the online auction, and bid for the bottle – estimated to become the most precious mineral water bottle in the world. Those who are outbid in the auction have the option of donating the bid amount to Dubai Cares through the auction site. Details about the online philanthropic auction and its mechanics were unveiled during a press conference held in Dubai this morning.

Talking about the partnership, Mr Reginald Randall, CEO of Masafi, said: “We are privileged to be part of this noble cause. Dubai Cares is playing a pivotal role in supporting primary education programs in developing countries, and we are happy to be supporting them through this campaign. This is a small step towards a World of Good, a value that we at Masafi so proudly espouse.”

He added: “Over the years, Masafi has supported numerous social, sports and community initiatives and is always ready to go the extra mile towards a better tomorrow for the people and society, reinforcing our reputation as a socially responsible company. This campaign with Dubai Cares is another move in this direction.”

During the press conference, Tariq Al Gurg, Chief Executive Officer of Dubai Cares said: “We are pleased to partner with Masafi, one of the UAE’s biggest brands, to bring to the UAE community a new and innovative fundraising initiative. Creative campaigns such as this, which bring together the private sector, non-government organizations and the UAE community, are an example of collaborations that can create long-lasting impact in the lives of underprivileged children, their families and their communities, globally.”

The online auction begins with a base bidding option of AED1.50 for the 1.5 litre bottle, and the bidders are encouraged to continue bidding and donating for the cause. The requisite security features have been deployed to ensure secure communication between the bidder and the auction site. Visitors to the site have the option of taking part by either directly donating to the cause, showing their support with a ‘like’ or by making a bid.

The mechanics of the auction are as below:

  • Bidders enter their user information and make their bids. User authenticity is verified via e-mail and also includes a credit card verification process using Dubai Government’s e-Pay Facility.
  • All donations will be processed using the same payment method. No payment details will be saved on the site’s database.
  • The auction site will track the total number of likes, bids and donations while keeping track of the current winning bid.
  • The names of the bidders will not be displayed on the site during the auction process.

The auction is being actively marketed on various social media channels to engage as many people as possible in this initiative. Visitors to the site are also encouraged to share the initiative with their friends via Facebook, Twitter and Google+.

“We take pride in being known as a respected, trustworthy and socially responsible company and our actions are guided by a series of business principles. We are dependent on nature to continue to deliver the water that our consumers love.  Thus, our CSR initiatives focus on people – evident on our engagement in this initiative,” added Mr Randall.

Since its inception, Masafi has always acted in a socially responsible manner and has remained committed to the environment in which it operates. It has always cared for the environment and has time and again unveiled initiatives which reflect its resolve to go the extra mile towards a better tomorrow for the people and society.

Launched in September 2007 by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, Dubai Cares is a philanthropic organization working to improve access to quality primary education for children in developing countries. Education is a critical factor in every child’s development. Yet, millions of children around the world, particularly in developing countries, do not have access to quality primary education. 

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