Emirates NBD, a leading banking group in the MENAT (Middle East, North Africa and Turkey) region, is bringing together cultures and communities to safely share in the true spirit of Ramadan and make a difference through its #FastWithFriends social media challenge.
The virtual campaign, which runs throughout the Holy Month, encourages people from all cultures and faiths in the UAE to learn more about Ramadan and the importance of fasting by joining their Muslim friends in the experience for a day.
For each day a fellow non-Muslim chooses to fast with a friend and share their journey via FaceBook, Twitter, Instagram or TikTok using the hashtag '#FastWithFriends', Emirates NBD will donate AED 100 to Al Jalila Foundation with the aim of contributing a total of AED 500,000 to the noble cause. As more people fast in solidarity for good, they can tag their friends to participate in the challenge via their social platforms.
Meanwhile, prominent influencers in the UAE will also join in the challenge to further encourage the community to come together virtually for a meaningful cause, reminding participants to celebrate iftar safely given current restrictions on gatherings.
Moadh Bukhash, Chief Marketing Officer, Group Marketing & Customer Experience, Emirates NBD, said:
“As a leading local bank, we continue to put community at the heart of all we do. We are delighted to launch our #FastWithFriends campaign that embodies the UAE's inspiring model of tolerance, peaceful coexistence and human fraternity. Our unique challenge safely brings together our community of different cultures to share in the spirit of this blessed season and give to those in need, reflecting the true spirit of Ramadan and proving that we can all work as one to make a difference.”