10 Million Meals campaign: A reward in itself - GulfToday

10 Million Meals campaign: A reward in itself


The drive has bagged six Cresta Awards in creativity and innovation category.

It was a project that was launched to help those badly affected by the coronavirus pandemic during Ramadan. And it has made remarkable progress: it provided over 15 million meals to the poor and needy whose lives were upturned by the virus.

Indeed the 10 Million Meals campaign picked up a lot of steam, so much so that it was honoured for its efforts with several awards.

The drive has bagged six Cresta Awards in creativity and innovation and five SHORTY Social Good Awards for driving positive impact in society. The campaign was also shortlisted for MEPRA Award’s Best Campaign in the Middle East in 2020 for its innovative idea, design and execution.

Launched by Sheikha Hind Bint Maktoum Bin Juma Al Maktoum, wife of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of UAE and Ruler of Dubai, and Chairperson of the Board of Trustees of UAE Food Bank, the 10 Million Meals campaign had secured 15.3 million meals to low-income families and individuals impacted by the COVID-19 pandemic.

Mohammad Al Gergawi, Secretary General of Mohammed Bin Rashid Global Initiatives, MBRGI, said, “Sheikha Hind Bint Maktoum’s approach to humanitarian work sets an example of using innovation to reach all segments of the society and create solidarity to achieve a sound positive impact.”

Sheikha Hind’s initiatives receive a lot of praise and admiration for their capacity to empower vulnerable communities and inspire entities to support humanitarian work in an innovative manner. The idea is rooted in Sheikh Mohammed Bin Rashid’s vision to institutionalise philanthropy and regularly follow up on its results and execution.

The 10 Million Meals campaign created a large wave of solidarity across the UAE, drawing overwhelming financial and in-kind donations from citizens and residents of over 115 nationalities, along with public and private companies. More than 1,000 volunteers helped distribute the donated meals across the UAE. While companies and prominent entrepreneurs pledged 5.7 million meals, collective donations of humanitarian and charity organisations helped secure 6.8 million meals in the campaign that was overseen by the MBRGI in collaboration with Social Solidarity Fund Against COVID-19.

The UAE Food Bank, Mohammed Bin Rashid Al Maktoum Humanitarian and Charity Establishment, and UAE Water Aid Foundation, Suqia UAE, executed the campaign in collaboration with ministries, federal and local entities and humanitarian and charitable organisations in the UAE.  

These kinds of humanitarian campaigns implement the UAE’s commitment to preserve the human dignity, safeguard lives and provide all basic life necessities to the vulnerable irrespective of religion, colour or race. The social campaigns reinforce the country’s deeply-rooted values of tolerance, giving and coexistence laid down by the late UAE founder Sheikh Zayed Bin Sultan Al Nahyan and implemented by the country’s visionary leaders.

A country led by the founding fathers’ values of creating hope and giving and the vision of Mohammed Bin Rashid “will be the first to aid the vulnerable and empower the disadvantaged in times of crisis,” said Mohammed Al Gergawi.

There is no doubt that the UAE steps up to the plate – with remarkable speed.

The UAE aims to set new criteria for humanitarian work to provide efficient and swift response to crises, disasters and emergencies to improve people’s lives.

There is no virtually no crisis or cry for help it has not attended to.

The international awards recognise the UAE’s humanitarian initiatives to present tangible evidence on their leading status, impact and innovation worldwide. The impactful initiatives reflect the UAE’s deeply-rooted humanitarian values of giving and dedication. The UAE is built on the principles of aiding the vulnerable and lending a helping hand to the disadvantaged whenever needed, fulfilling no other objective than to improve lives across every corner of the world.

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