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dubai cares ‘thirst for education’ campaign brings together uae’s business community

Published August 30th, 2009 - 12:27 GMT
Al Bawaba
Al Bawaba

campaign launched by Dubai Cares, the UAE -based philanthropic establishment founded by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Prime Minister and Vice-President and Ruler of Dubai, has already received a tremendous response from the UAE business community including retailers, shopping malls and organizations from various industry segments such as telecommunications and media.

Millions of children around the world are deprived of education because of limited or no access to clean water. The ‘Thirst for Education’ campaign is focused on raising funds from UAE-based corporations and individuals in order to send children back to school. Frederic Sicre, Board Member of Dubai Cares and Executive Director of Abraaj Capital said, “Businesses throughout the UAE have consistently supported Dubai Cares in our efforts to provide children access to education globally. Since launching our ‘Thirst for Education’ campaign on August 23, 679 retail establishments are actively supporting this initiative with numbers increasing by the day. This is an excellent expression of the UAE’s leadership in promoting corporate social responsibility throughout the Emirates and a true example of the spirit of Ramadan. By working together we can help provide children access to clean water globally and bring them back to school.”
More than 33 companies (679 individual retail establishments) have partnered with Dubai Cares through a Point of Sale (POS) promotion in which shoppers will have the opportunity to make a contribution at these outlets by adding AED 5 or more to their purchases now through Eid. The UAE businesses include: Al GURG Group (L.L.C.), Al Manama Group, Al Tayer Group, Aswaaq, Axiom Telecom, Chalhoub Group, Dubai Duty Free, Emirates Petroleum Products Co. (Emarat), Jumeirah Retail, Landmark Group, Lulu Hypermarket, Spinneys Dubai L.L.C., Virgin Megastore and Waitrose. Harvey Nichols Dubai is contributing an additional AED 5 for every donation received at their establishment.  Additionally, Al Aqili Furnishings L.L.C., Kitsch Cupcakes, Nikai Group and Tanagra are offering to donate a percentage of their Ramadan sales to support the Thirst for Education campaign.

FREEJ under the direction of creator Mohammed Saeed Harib has worked closely with Dubai Cares on the creation of an advertising campaign involving print, radio and television commercials showcasing the iconic cartoon characters talking about the importance of clean water. Added Harib, “When I first heard of the ‘Thirst for Education’ campaign, I was extremely keen to be a part of it. The popular and candid FREEJ characters will directly appeal to the UAE community and encourage them to support this charitable campaign. There’s no better time than Ramadan to focus on an initiative that improves the lives of children.”

Media corporations including Arab Media Group, City7 TV, Dubai Media Incorporated (DMI) and Khaleej Times have also joined Dubai Cares in support of the Thirst for Education campaign. Du and Etisalat are supporting the initiative through an SMS donation campaign.  Dubai Cares is the beneficiary of The Dubai Mall’s Ramadan Night Sky promotion and other organizations such as Azadea Group, Dubai Festival City, Dubai International Airport, Dubai International Financial Centre (DIFC), Emirates National Oil Company Ltd. (ENOC), Mercato, Nakheel, Souk Madinat Jumeirah and the Telecommunication Regulatory Authority (TRA) are also participating by helping to raise awareness and funds in support of ‘Thirst for Education’.

Donations for the Dubai Cares ‘Thirst for Education’ campaign can be made through a variety of channels. During the month of Ramadan shoppers can add AED 5 to purchases at participating retailers. Donations can also be made online at and directly through the ‘Thirst for Education’ donation boxes at malls throughout the UAE. A Corporate Social Responsibility Kit which provides step-by-step guidance on how to implement a campaign within the workplace is also available on the Dubai Cares website. Donors can also contribute through SMS. To sponsor children’s access to clean drinking water for one year, please SMS the word “donation” to the following SMS Codes:

Donation Amount SMS Code
AED 30 = 1 child 9030
AED 90 = 3 children 9090
AED 300 = 10 children 9300
AED 600 = 20 children 9600
AED 900 = 30 children 9900


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