Tech giant Meta has launched a campaign that will allow social media users to support the UAE's One Billion Meals initiative on its Facebook and Instagram platforms.
In partnership with Mohammed Bin Rashid Al Maktoum Global Initiatives (MBRGI), the 'Meals for Reels' campaign will enable more than 120 influencers and 70 content creators to include a donation wallet on their 'Ramadan Reels' on Facebook and Instagram during the holy month.
Once a 'reel' has been posted, its creator will attach a donation wallet provided by MBRGI for their fans and followers to contribute to the One Billion Meals campaign, the largest food donation drive in the region.
The list of influencers and content creators participating in 'Meals for Reels' include Emirati chef Manal Al Alem, Iraqi chef Shaheen, Emirati personality Khalid Al Ameri, Egyptian actor Mohamad Henedy and Lebanese-British influencer and fashion entrepreneur Karen Wazen.
Khalid Al Shehhi, director of the One billion Meals project's media team, said: "Based on the concept of sustainable community financing, the initiative allows participation for all levels of society, whether it’s through donations, logistical support or inspiring digital content that encourages the public to make their mark in this largest humanitarian initiative in the region."
It was launched with the generous values of Ramadan in mind but will extend beyond the holy month, if necessary, to reach its target.
In its first week, the campaign received enough donations to provide 76 million meals to people in need.
On Monday, it was announced that dozens of schools, businesses and government organisations across the UAE will take part in the Giving Challenge, which sets each a goal of raising as much as possible inspired by friendly competition to drive up their fund-raising totals. Dubai Airports and Zayed University, for example, each aim to raise Dh200,000 ($54,450).
UAE authorities have already started distributing food packets in Lebanon, India, Jordan, Tajikistan and Kyrgyzstan.
How to donate
The One Billion Meals campaign website has details of options for donors.
Money can be pledged online, either monthly or by a one-off donation. People can donate by SMS message through Etisalat or du, or money can be sent by bank transfer.
For large monetary donations and related enquiries, the campaign’s team can be contacted on 800 9999.