Dubai has unveiled an ambitious humanitarian campaign targeting global childhood malnutrition through seven accessible donation channels during the holy month of Ramadan. Spearheaded by Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, the ‘Edge of Life’ initiative aims to raise substantial funds to rescue five million children under age five from acute hunger.
The campaign addresses a critical global emergency where statistics reveal five children under five succumb to malnutrition every minute worldwide. Particularly focused on vulnerable communities in conflict zones and disaster-affected regions, the program seeks to implement sustainable solutions through partnerships with major international organizations including UNICEF, Save the Children, and Action Against Hunger.
Donation mechanisms have been strategically diversified to maximize public participation:
• Website Portal: Official platform (www.edgeoflife.ae) accepts contributions from individuals and organizations globally
• Telephone Hotline: Dedicated call center (8004999) operates daily from 10am to 5pm
• Banking Channels: Direct transfers enabled through Emirates Islamic Bank (IBAN: AE940340003708472909222)
• SMS Donations: Text-based contributions via designated codes (1034-1038) with options ranging from Dh10 to Dh500
• Digital Government Platform: DubaiNow app features dedicated donation section
• Online Philanthropic Portal: YallaGive.com facilitates electronic contributions
• Community Engagement Platform: Jood.ae enables creation of personalized fundraising campaigns
The technological integration reflects Dubai’s commitment to leveraging digital infrastructure for humanitarian purposes, while maintaining traditional donation avenues to ensure inclusive participation across all demographic segments.