UAE Government Media Office: The donation plate

The Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), a philanthropic foundation, launched a campaign in the United Arab Emirates to contribute millions of meals for disadvantaged families and individuals across 20 countries.

Campaign Summary

To activate meal donations to support the UAE's 100 Million Meals Initiative, we connected with restaurant goers (a majority of whom tend to share their meal photos online), at the moment they were taking a photo of their meal via their mobile phone – by prompting them to donate a meal via their mobile phone too, through a unique QR code-driven experience.

We contributed significantly to the 100 million meals initiative, surpassing the targets set.

Campaign Goals

The Mohammed Bin Rashid Al Maktoum Global Initiatives (MBRGI) Foundation launched the "100 million meals" donation initiative, to combat the world...

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