Dubai: Innovo Group has announced a significant contribution of AED5 million to the 'Edge of Life' campaign, an initiative launched during Ramadan by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister and Ruler of Dubai. The campaign aims to rescue five million children from hunger by raising a minimum of AED1 billion, which will be invested in sustainable programs combating childhood hunger globally.
According to Emirates News Agency, Innovo Group's contribution is part of a broader community participation effort under the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI). The campaign encourages individuals and institutions to contribute towards its mission, promoting values of compassion and solidarity while offering aid to vulnerable populations.
The 'Edge of Life' campaign partners with international organizations such as UNICEF, Save the Children, the Children's Investment Fund Foundation (CIFF), and Action Against Hunger to achieve its objectives. Bishoy Azmy, CEO of Innovo Group, emphasized that the campaign reflects the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum to effect tangible global change and emphasizes the UAE's leading role in humanitarian efforts.
Azmy stated, "Innovo Group's contribution to this landmark campaign reflects our ongoing commitment to supporting humanitarian efforts led by the UAE and to helping implement sustainable programs that provide essential nutrition to children in need around the world, ensuring they grow up in a safe environment with the promise of a better future."
The campaign continues to welcome donations from both institutions and individuals across various platforms, including the campaign's website, a dedicated call center, bank transfers, SMS, and mobile apps like DubaiNow and YallaGive.com. Dubai's community contributions platform Jood also supports the initiative, facilitating widespread participation to rescue children from the threat of hunger.