x Abu Dhabi, UAEThursday 18 January 2018

A million children clothed in 10 days, as Dubai Ruler's campaign hits target ahead of time

UAE Prime Minister and Ruler of Dubai says his Ramadan campaign will continue after target of Dh40 million is reached nine days early.

DUBAI // Sheikh Mohammed bin Rashid's campaign to clothe a million children has hit its target after only 10 days.

The initiative by the Prime Minister and Ruler of Dubai raised more than Dh40 million barely half way to its deadline of Ramadan 19 - Emirati Humanitarian Work Day, held in memory of the nation's founder Sheikh Zayed.

"Very pleased to know that the #Dress1MillionNeedyChildren campaign achieved the one million mark well before its deadline," Sheikh Mohammed announced on Twitter.

"Seeing people's responses and watching photos of the children receiving their clothes makes us determined to continue to initiate such campaigns."

The combination of a Ramadan good cause and a high-profile patron had attracted swift and generous donations from companies and individuals.

Etisalat, du and the Roads and Transport Authority in Dubai pledged a total of more than Dh7m within days of the initiative's launch, and there were large contributions from Dubai Silicon Oasis Authority, Dubai Airport Free Zone Authority and the communications group Menacom.

"We are keen to support any humanitarian initiatives inside and outside the UAE, especially the initiatives launched by the leaders of the country," said Hussain Lootah, director general of Dubai Municipality, which donated Dh2m - enough to provide clothing for 50,000 children.

"I am proud of all the responses the campaign has received from individual and corporate donors," Sheikh Mohammed said yesterday.

"This is not strange for Emiratis, the sons of Zayed, nor for the expatriates who are keen on charity work anytime and regardless of the number of beneficiaries. Giving in the UAE is unlimited and is not bound to a certain number. The generosity of the UAE can reach out to all the underprivileged around the world."

And while the target has been met, the initiative will continue. "I am keen on going forward to continue the campaign as we wish the best in this Ramadan for all underprivileged children around the world," Sheikh Mohammed said.