To honor its social responsibility to those in need, ITP Live has partnered with 75 VIP celebrities, key media figures, and content creators within the MENA region to participate in the 100 Million Meals campaign. The 75 influencers took to social media to urge their audiences to donate to the campaign.
Key influencers included: Ahmed Helmy, Aimée Sayah, Amr Adib, Carmen Soliman, Jessy Abdo, Mohamed Henedy, Mona Zaki, Radwa El Sherbiny, Ragheb Alama, Raya Abirached, Wissam Breidy, and Saad Ramadan.
ITP Live’s 100 Million Meals influencer initiative was part of an international effort to eradicate global hunger. As of 28 April 2021, the campaign has surpassed its initial goal – with 114,838,351 meals donated and counting.
After the success of his 10 Million Meals campaign in 2020, his Highness Sheikh Mohammed bin Rashid Al Maktoum – the Vice President and Prime Minister of the UAE and Ruler of Dubai – launched his 100 Million Meals initiative in April 2021. The campaign aims to provide food packages to disadvantaged people across 20 countries in the Middle East, Africa, and Asia during the holy month of Ramadan: Every 1 Dirham donated will secure 1 meal to someone in need.
The campaign is a part of Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI) and is a key program in the UAE’s contribution to international efforts aimed at ending world hunger by 2030. To ensure a successful launch, the MBRGI partnered with humanitarian and charity organizations such as the UN World Food Programme, the Food Banking Regional Network, and Mohammed bin Rashid Al Maktoum Humanitarian and Charity Establishment (MBRCH).
A multitude of live charity events were also organized to help reach the campaign’s goal of 100 million meals: On 24 April, his Highness Sheikh Mohammed bin Rashid Al Maktoum hosted a charity auction of artworks by the world’s top artists and celebrities and from the personal collections of global leaders.
The art auction – which took place at the Mandarin Oriental Hotel in Dubai and featured a star-studded guest list that included ITP Live campaign influencers Jessy Abdo and Wissam Breidy – raised Dh 36,673,000, the equivalent of 36,673,000 meals.
Key artworks at the auction included hand prints from famous actor Will Smith and pieces from world renowned artists Pablo Picasso, Salvador Dali, and Nelson Mandela. The featured work of the night – however – was a piece of the Kiswa – taken from the Kaaba structure in Mecca’s Grand Mosque – from the personal collection of his Highness Sheikh Mohammed bin Rashid Al Maktoum.
To continue its effort to support the 100 Million Meals campaign, MBRGI has also partnered with the Roads and Transport Authority in Dubai, Etisalat, and Emirates Auction to organize a live auction that will sell special car license plate numbers and mobile phone numbers. Proceeds of the The Most Noble Numbers auction – which will be held at the Hilton Dubai Al Habtoor City Hotel on Saturday May 1 – will go towards food packages that will be given to those in need.
If you are interested in donating to the 100 Million Meals campaign, there are 4 ways to do so:
1. Online:
Donations can be made through the website www.100millionmeals.ae
2. Bank Transfer:
Donors can make a transfer to 100 Million Meals campaign bank account:
- Bank Name: Dubai Islamic Bank
- Account Name: Mohammed Bin Rashid AL Maktoum Humanitarian & Charity Est.
- Account no.: 001-520-9778152-01
- IBAN no.:AE08 0240 0015 2097 7815 201
- Swift Code: DUIBAEAD
3. SMS Donation:
By SMS (Etisalat & Du) to the UAE numbers listed below:
Send “Meal” by SMS to: 1034 to donate 10 meals for AED10.
Send “Meal” by SMS to: 1035 to donate 50 meals for AED50.
Send “Meal” by SMS to: 1036 to donate 100 meals for AED100.
Send “Meal” by SMS to: 1037 to donate 300 meals for AED300.
Send “Meal” by SMS to: 1038 to donate 500 meals for AED500.
4. Call Center:
For big monetary donations and other related inquiries, the public can contact the campaign’s team via:
- Toll free number: 8004999
- Email: info@100MillionMeals.ae