Al Jalila Foundation basma Ramadan campaign gives sick children in the UAE a million reasons to smile
Al Jalila Foundation, a global philanthropic healthcare organisation dedicated to transforming lives, announced the successful completion of the Ramadan campaign ‘basma’, smile in Arabic, launched in partnership with a number of hospitality, leisure and retail outlets across the UAE. The month-long charity campaign was a great success thanks to the support of over 40 partners who engaged their customers raising AED 1 million to provide life-saving treatment and medical care to children in need.
In line with the vision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, “to create hope, life and happiness for everyone in the UAE”, Al Jalila Foundation believes that health is the cornerstone to happiness and every child deserves the opportunity to grow up healthy, dream and realise their potential.
Al Jalila Foundation works closely with healthcare partners to develop special treatment programs that meet the needs of patients who are unable to afford quality treatment. Farah, happiness in Arabic, is the Foundation’s paediatric treatment program which has helped 190 children in the UAE: from life-saving heart surgeries to treatment of childhood cancers, cochlear implants and prosthetic limbs, all have been given a fresh start in life after receiving special care by some of the best medical providers and physicians in the region.
Her Excellency Dr Raja Easa Al Gurg, Chairperson of the Board of Directors and Member of the Board of Trustees of Al Jalila Foundation, said: “Ramadan is a time of giving and there can be no greater cause than to support and improve the health and well-being of children. Through our healthcare programs, Al Jalila Foundation sponsors some of the best medical treatment in the world and invests in vital research to eliminate illnesses in the future. Our partners and donors continue to inspire us with their generosity and, every day, we witness the culture of giving that is embedded in the nation’s DNA instilled by the UAE’s Founding Father, Sheikh Zayed. We are grateful to the business community for lending their support to Al Jalila Foundation and our mission to improve the lives of young patients.”
Throughout the month of Ramadan, Al Jalila Foundation also ran a digital campaign in partnership with Al Bayan and Emarat Al Youm featuring 5-year old Bushra who underwent open heart surgery to correct a life-threatening congenital heart defect. The video garnered great support in SMS donations from the community which will ensure that more children like Bushra receive the treatment they need.
Ramadan is about connecting people; Al Jalila Foundation praised the basma partners for their creative fundraising initiatives and admirable efforts in engaging their patrons during the month of giving.
The ‘Magical Wishing Well’ at Dubai Festival City Mall saw 7,000 messages sent around the world, including 5 marriage proposals! Haji Sahab distributed thousands of Iftar packs at labour camps in Dubai; Al Madani Group dedicated a portion of sales proceeds across 9 dining and shopping outlets to basma; 15 Marriott hotels came together for ‘Ramadan with Marriott’; a number of hospitality partners offered Iftar and Suhour proceeds including an exclusive event ‘Majlis by Gossip’ dedicated to help children in need; and for the sweet-toothed Shakespeare and Co. donated a portion of patisserie sales throughout the month.
The basma campaign was not just about food; there were a number of beauty inspired offers from Kiehl’s, L’Occitane en Provence, NStyle Beauty Lounge, and Urban Male Lounge. At Splash ‘n’ Party children were able to ‘Dunk the Mermaid’ to donate AED 20 to Al Jalila Foundation and, for the thrill-seekers, XDubai’s #DareToDonate campaign sent donors Ziplining through the Dubai night skyline with 100% of proceeds donated to basma to spread hope and healing to sick children.
In addition to the basma campaign, Al Jalila Foundation also received generous donations from a number of organisations including Abu Dhabi Commercial Bank; Abu Dhabi Islamic Bank; Atlantis, The Palm; Commercial Bank of Dubai; The Indian High School, Dubai; and Kaloti amongst others.
Since its inception in 2013, Al Jalila Foundation has supported 467 patients from 36 nationalities, and invested AED 34 million to provide relief to patients who have suffered a number of life-threatening conditions such as heart disease, cancer and other chronic illnesses. The treatment costs have ranged from to AED 20,000 to AED 250,000 per individual.
As a non-profit organisation Al Jalila Foundation relies on the support of its partners and 100% of donations are invested directly into healthcare programs to benefit those in need.