Launched under the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), the 'Edge of Life' campaign aims to rescue five million children from hunger. The campaign is a profound example of the UAE's approach to promoting a culture of giving and its dedication to supporting the most pressing humanitarian issues, particularly childhood hunger.
Mohammad Al Gergawi, Secretary-General of MBRGI, stated, 'The Edge of Life campaign to rescue five million children from hunger embodies the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum of establishing giving as a core noble value, and improving life conditions for the most vulnerable.'
The campaign received significant support and contributions that totalled AED2.115 billion from its partners, alongside prominent humanitarian and philanthropy organisations. Additionally, contributions were made via SMS to du and e& numbers, the DubaiNow app, YallaGive.com and Dubai’s community contributions platform Jood.
As part of the campaign, MBRGI, UNICEF and the Children’s Investment Fund Foundation (CIFF) announced a major new US$300 million partnership. UNICEF will leverage a joint $100 million contribution from MBRGI and CIFF and mobilise an additional $200 million to scale life-saving nutrition programmes globally.
The 'Edge of Life' campaign is an extension of the massive success of previous Ramadan campaigns launched under the directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum. Those include the '10 Million Meals' campaign in 2020, the '100 Million Meals' campaign in 2021, and the '1 Billion Meals' campaign in 2022.
His Highness Sheikh Mohammed bin Rashid Al Maktoum announced that the 'Edge of Life' campaign has exceeded its target before the end of Ramadan, concluding with a resounding success having raised over AED2.822 billion from 44,208 contributors including individuals, businesses, and prominent humanitarian and philanthropy organisations.
