Al Jalila Foundation basma Ramadan campaign raises AED 1.5 million to give sick children in the UAE a reason to smile
Al Jalila Foundation, a global philanthropic healthcare organisation dedicated to transforming lives, announced the successful completion of the annual Ramadan campaign ‘basma’, smile in Arabic, launched in partnership with a number of hospitality, leisure and retail outlets across the UAE. In its third year the month-long charity campaign has proven to be an established feature on the Ramadan calendar with the record number of 130 retail, hospitality and strategic partners engaging their customers and raising AED 1.5 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 care. Farah is the Foundation’s paediatric treatment program which to date has invested AED 22 million to help sick children in the UAE.
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: “There can be no greater gift than to contribute to the well-being of children in our community and empowering the next generation. We are delighted that our basma campaign has once again brought together an unprecedented number of partners who devoted the month of giving to support Al Jalila Foundation in its mission to improve the lives of young patients.”
Al Jalila Foundation praised its basma partners for their creative initiatives and fundraising efforts to support medical treatment for children under the Ramadan campaign’s slogan “your gift, their smile”.
Long term partners Federal Authority for Government Human Resources (FAHR) and Emirates National Bank of Dubai (ENBD) launched unique SMS campaigns to engage their networks through existing donation platforms. Dubai Electricity and Water Authority (DEWA) also lead an internal SMS campaign encouraging donations from employees.
noon, the home-grown digital marketplace, included a donation option at check-out, tajawal, a digital solution for holiday bookings, donated AED 5 from each transaction and My Quality & Convenience offered 10% of proceeds from online grocery sales.
The leading hospitality brands in the UAE joined the basma campaign including: 21 Marriott hotels; 11 Jumeirah Restaurant Group dining outlets; 7 Millennium Hotels and Resorts properties; Hyatt hotels; Atlantis The Palm; Media Rotana; Taj Dubai and Pullman Dubai JLT dedicated Iftar and Suhour proceeds to support the campaign. Haji Sahab Restaurant doubled their charity efforts by donating proceeds from Iftar packs distributed to thousands at labour camps in Dubai while Nando’s placed donation boxes at 21 outlets across the UAE. For the sweet-toothed 35 Shakespeare and Co. cafés, La Serre, Pastel Cakes and eat well Restaurant donated a portion of patisserie sales throughout the month.
Kiehl’s created a limited edition collection in collaboration with Lebanese illustrator Nouri Flayhan exclusively for Al Jalila Foundation and The Surf Café in partnership with MonViso Water curated a charity exhibition by local artists donating all sales proceeds. Splash ‘n’ Party, a Dubai kids water park, dedicated proceeds from ‘zipline’ tickets.
In addition to the basma campaign, BNI UAE chapter in partnership with Millennium Hotels and Resorts hosted an elegant charity gala ‘My Giftar’. Al Jalila Foundation also received generous donations during Ramadan from a number of organisations including Abu Dhabi Commercial Bank; Commercial Bank of Dubai; amongst others.
To conclude the month of giving and in celebration of Eid, Team Al Jalila visited young patients at Al Jalila Children’s Specialty Hospital and spent time reading stories to the children, playing games and bringing some joy to the little ones. Drawing on the support of basma partners and the campaign’s values of generosity and compassion Al Jalila Foundation touched hearts and spread smiles to sick children most in need.