UAE's '10 Million Meals' campaign brings home global awards

The '10 Million Meals' campaign, which was launched to support COVID-19-hit communities in the UAE throughout the holy month of Ramadan, has bagged several international awards.

It has won six Cresta Awards in creativity and innovation and five SHORTY Social Good Awards for driving positive impact in society.

The campaign was also shortlisted for MEPRA Award’s Best Campaign in the Middle East in 2020 for its innovative idea, design and execution.

Launched by Her Highness Sheikha Hind bint Maktoum bin Juma Al Maktoum, wife of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, and Chairperson of the Board of Trustees of UAE Food Bank, the '10 Million Meals' campaign had secured 15.3 million meals for low-income families and individuals affected by the pandemic.

Mohammad Al Gergawi, Secretary General of Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), said, "Sheikha Hind bint Maktoum’s approach to humanitarian work sets an example of using innovation to reach all segments of the society and create solidarity to achieve a sound positive impact."

He added, "The UAE aims to set new criteria for humanitarian work to provide efficient and swift response to crises, disasters and emergencies to preserve people’s dignities and improve lives."

The '10 Million Meals' campaign created a large move of solidarity across the UAE, drawing overwhelming financial and in-kind donations from citizens and residents of over 115 nationalities, as well as public and private companies.

More than 1,000 volunteers helped distribute the donated meals across the UAE. 

While companies and prominent entrepreneurs pledged 5.7 million meals, collective donations of humanitarian and charity organisations helped secure 6.8 million meals in the campaign that was overseen by MBRGI in collaboration with the Social Solidarity Fund Against Covid-19.

The UAE Food Bank, Mohammed bin Rashid Al Maktoum Humanitarian and Charity Establishment (MBRCH), and UAE Water Aid Foundation (Suqia UAE) executed the campaign in collaboration with ministries, federal and local entities and humanitarian and charitable organisations in the UAE.