The Edge of Life campaign has unveiled seven contribution channels designed to make it easier for individuals and institutions to donate during Ramadan, strengthening efforts to raise at least AED1 million to help rescue five million children worldwide from hunger.
Launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, the humanitarian initiative focuses on supporting children in vulnerable communities affected by conflict and natural disasters. Global data shows that five children under the age of five die every minute due to malnutrition and hunger, highlighting the urgency of collective action.
Donations can now be made through the campaign’s official website, SMS contributions, bank transfers, a dedicated toll-free call centre, the DubaiNow app, YallaGive, and the Jood platform. The call centre operates daily from 10 am to 5 pm, including weekends, while SMS donations allow contributors to give amounts ranging from AED10 to AED500 through du and e services.
Through Jood, individuals, companies and community groups can also create dedicated fundraising portfolios and launch mini campaigns to encourage wider participation.
Operating under Mohammed bin Rashid Al Maktoum Global Initiatives, the campaign aims to build a sustained global response to childhood hunger through community engagement and long-term support programmes.
The initiative is being implemented in partnership with UNICEF, Save the Children, Children's Investment Fund Foundation, and Action Against Hunger to maximise humanitarian impact worldwide.
News Source: Emirates News Agency
