World’s tallest donation box hits target in one week

By DG Staff

DUBAI 12 May 2020: Burj Khalifa beams bright, securing 1.2 million meals to families and individuals affected by the Covid-19 pandemic one week after the launch of the World’s Tallest Donation Box.

Donations poured from individuals and companies to provide a meal for every light purchased on Burj Khalifa for as little as Dh10 each.

Contributions from 110 nationalities illuminated Burj Khalifa’s 1.2 million lights within a week in a message of hope and solidarity to Covid-19-hit communities across the world.

The humanitarian initiative, launched by the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI) in collaboration with Burj Khalifa, secured 1.2 million meals for the ’10 million meals’ campaign to provide food support for low-income families and individuals throughout the holy month of Ramadan.

While the World’s Tallest Donation Box concluded after achieving its target, the ’10 million meals’ campaign will continue receiving donations and securing meals for Covid-19-hit communities during Ramadan under the supervision of MBRGI and the Social Solidarity Fund against Covid-19.

First Day: Over the first 24 hours of its launch, the World’s Tallest Donation Box attracted massive contributions, dazzling Burj Khalifa with 180,000 lights to provide an equivalent number of meals on its first day.

In one week, the initiative drew wide online engagement, with donations pouring into the website alongside messages of hope to the world. Online users praised the role of the innovative campaign in uniting society to bring hope to the vulnerable amid the Covid-19 pandemic.

Unique contributions Besides the financial donations, the initiative received unique in-kind contributions including fast food vouchers from Burger King, McDonalds and Texas Chicken and a special song titled “Stronger Together” produced by Anghami that inspired listeners to support the humanitarian initiative. Revenues generated from song streams were donated to provide food support for those in need. While Anghami created a 1.2 million tracks playlist and placed a ‘donate’ button for the initiative on its platform, the tech giant Amazon dedicated special space on its digital platform to direct users to donate directly on the initiative’s website.

Key donors to the World’s Tallest Donation Box initiative included the Bin Sougat Group, Amazon, Tiger Group, Visa, Masafi, Atlantis Resorts, Tristar Group, Chalhoub Group, West Zone and MAK Holding.

Financial donations are received through the campaign’s website www.10millionmeals.ae, SMS or bank transfer with details listed online. In-kind donations are made through the call center 8004006.

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Dubai Gazette