In a remarkable show of philanthropic spirit, the Landmark Group has contributed five million dirhams to the “Edge of Life” campaign, an initiative aimed at saving five million children from starvation. Launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister, and Ruler of Dubai, this campaign coincides with the blessed month of Ramadan and aims to raise at least one billion dirhams for sustainable programs and projects to combat child hunger globally. The Landmark Group’s contribution underscores its dedication to the campaign’s goals.
A Collective Effort for Change
The “Edge of Life” campaign seeks to foster a widespread community movement, allowing individuals and organizations to contribute to alleviating hunger among millions of children. It promotes values of compassion, solidarity, and empathy, urging everyone to extend a helping hand to those in need. The campaign emphasizes that one of the greatest forms of charity during Ramadan is rescuing a person from hunger.
Strategic Partnerships for Maximum Impact
The initiative operates in collaboration with notable organizations like UNICEF, Save the Children, the Children’s Investment Fund Foundation, and Action Against Hunger. Since its inception, the campaign has experienced significant community engagement from government institutions, private companies, business leaders, and individuals, further solidifying the UAE’s prominent role in humanitarian and charitable efforts.
Voices of Commitment
Renuka Jagtiani, Chairwoman of Landmark Group, expressed, “The campaign is a magnificent humanitarian initiative that transforms charitable efforts into a story of hope and life for millions of children worldwide. It empowers these vulnerable groups to overcome their struggles and inspires confidence in a brighter future.” She added, “We are delighted to be part of this new campaign aimed at saving children from hunger in underprivileged communities. The support for this campaign from individuals and organizations in the UAE reflects a strong commitment to social responsibility and a desire to alleviate the suffering of others.”
How to Get Involved
The “Edge of Life” campaign continues to welcome contributions from both organizations and individuals through seven main channels. Donations can be made via the campaign’s dedicated website at www.edgeoflife.ae or by calling the toll-free hotline at 8004999. Contributions can also be made through bank transfer to the campaign’s account (940340003708472909222 IBAN: AE) at Emirates Islamic Bank in UAE Dirhams.
Moreover, the campaign allows support through SMS donations by sending the word “حياة” or “LIFE” via the du and e& networks in the UAE. The donation amounts available via SMS include 10 dirhams (1034), 50 dirhams (1035), 100 dirhams (1036), and 500 dirhams (1038).
Additional avenues for contributions include the “Dubai Now” app under the “Donations” category, YallaGive.com in the “Donations” section, or by creating a special wallet for individuals or organizations on the Dubai Community Contributions platform, Jood.ae.