Kamal Ghorui
An anonymous philanthropist has contributed AED35 million to the ‘Edge of Life’ campaign, a Ramadan initiative launched to help rescue five million children from hunger. The campaign aims to raise at least AED1 billion to fund sustainable programmes addressing childhood malnutrition worldwide.
The ‘Edge of Life’ campaign was launched during Ramadan by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai. It seeks to mobilise large-scale funding to support long-term solutions to child hunger rather than short-term relief.The campaign’s target is a minimum of AED1 billion. Funds raised will be invested in sustainable programmes designed to prevent and treat malnutrition among children in vulnerable communities across the world.The initiative builds on a long-standing humanitarian vision championed by Sheikh Mohammed bin Rashid Al Maktoum. Efforts to combat hunger are viewed as a continuing moral responsibility rather than a response to a temporary emergency.The campaign operates under the umbrella of Mohammed bin Rashid Al Maktoum Global Initiatives. It has attracted participation from individuals, institutions and businesses, reflecting the UAE community’s culture of giving and its commitment to supporting humanitarian projects that serve underserved populations globally.
International partnerships
To ensure effective implementation, the campaign is organised in partnership with UNICEF, Save the Children, the Children’s Investment Fund Foundation and Action Against Hunger. These organisations provide expertise and operational capacity to deliver measurable impact on the ground.
The meaning behind ‘11.5’
The number 11.5 associated with the campaign refers to the mid-upper arm circumference measurement used to detect acute malnutrition in children aged between six months and five years.According to World Health Organisation guidelines, a measurement below 11.5 centimetres is among the indicators used to diagnose severe acute malnutrition. The campaign highlights this figure to underline the urgency of early detection and intervention.The campaign continues to welcome donations through seven main channels.Contributions can be made via the official website at www.edgeoflife.ae or through the toll-free call centre number 800 4999.Bank transfers in UAE dirhams can be directed to the campaign account at Emirates Islamic Bank using IBAN AE940340003708472909222.Donations can also be sent by SMS by texting the word “LIFE” to du and e& numbers: 1034 to donate AED10, 1035 for AED50, 1036 for AED100 and 1038 for AED500.Additional platforms include the DubaiNow app, YallaGive.com under the “Donations” tab and Dubai’s community contributions platform Jood at Jood.ae.With significant backing already secured, the campaign continues to gather support as it works towards its goal of protecting millions of children from hunger.
