A project to clothe a million needy children during Ramadan has already received Dh7 million in pledges.
The telecoms providers Etisalat and du and the Roads and Transport Authority in Dubai will all contribute to the charitable initiative by Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai.
Etisalat said yesterday it would donate Dh3m, which will clothe 75,000 children.
The company will also send 50 million SMS messages publicising the campaign to subscribers and encouraging them to donate.
Etisalat's chief executive, Ahmad Abdulkarim Julfar, said this type of initiative highlighted the country's position as a humanitarian global leader.
"Sheikh Mohammed's initiatives have always touched millions of lives in the region and globally, reaching out to the needy regardless of race, colour or religion," he said.
Du will match Etisalat's donation of Dh3m for the campaign.
It will also use its social-media channels to promote the initiative and encourage its employees to contribute.
Du's more than 6.6 million mobile subscribers have also been sent an SMS encouraging donations.
The roads authority will clothe 25,000 children with its Dh1m contribution. The authority has also started an in-house fundraiser by installing donation boxes for employees, and has sent them a text message of encouragement.
Ahmad bin Byat, chairman of du, also praised Sheikh Mohammed for launching the campaign and encouraged people to donate generously in the spirit of Ramadan.
"Children are the most helpless in disasters and conflicts and it is our responsibility to help them make a difference by affecting their lives in a positive way," he said.
The Red Crescent Authority, which is gathering the donations, has calculated the cost of clothing a child at Dh40.
Donations can be made through SMS on Etisalat or du, bank deposits, and at UAE Red Crescent fundraising sites or their main website.
More information is available at the campaign's website, dress1million.ae.
The campaign runs until the 19th day of Ramadan, July 28, which is UAE Humanitarian Work Day and the ninth anniversary of the death of the founding President, Sheikh Zayed.
