The Mohammed bin Rashid Al Maktoum Global Initiatives: The world’s tallest donation box

The Mohammed bin Rashid Al Maktoum Global Initiatives, a philanthropic foundation, raised US$3.3m to support people living in poverty in the UAE.

Campaign details

Brand: The Mohammed bin Rashid Al Maktoum Global InitiativesAgency: The Mohammed bin Rashid Al Maktoum Global Initiatives & MullenLowe MENA FZ LLC

Campaign Summary

The World's Tallest Donation Box was launched to provide 1.2 million meals by illuminating 1.2 million lights on the façade of Burj Khalifa, in a dazzling display of social solidarity and cohesion. The initiative enabled the general public and companies to purchase lights for as little as AED 10 each, to provide vital food aid to those directly or indirectly affected by the Covid-19 pandemic.

Campaign Goals

To provide 1.2 million...

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