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The Ramadan Heroes initiative by the Dubai Culture and Arts Authority is an exemplary model of innovation in CSR. First launched during the COVID-19 pandemic in 2020, the initiative has evolved into a sustainable and impactful campaign that leverages technology to address food insecurity in the UAE, aligning with both the United Nations SDGs and the UAE’s Year of Sustainability.
Impact During the Holy Month of Ramadan
During Ramadan, Dubai Culture partners with talabat UAE, UAE Food Bank, and Emirates Red Crescent Authority to create a campaign that provides direct support to underprivileged individuals. Through the talabat app, the public could donate iftar and suhoor meals, food parcels, and Eid clothing to those in need, ensuring that underprivileged community members could celebrate the holy month with dignity. This approach allowed individuals to make meaningful contributions through a digital platform, facilitating widespread participation and reinforcing the UAE's culture of generosity.
Over the last five years, this Ramadan-specific component of the initiative has raised more than AED 7 million in donations and provided support to 923,125 individuals during Ramadan alone. By leveraging digital technology, Dubai Culture ensured that donations were efficiently converted into tangible support, showcasing the campaign’s sustainability and scale.
Revolutionising Year-Round CSR through Smart Machines
In 2023, Dubai Culture introduced an innovative year-round component to further address food insecurity. In collaboration with talabat UAE and the Mohammed Bin Rashid Global Centre for Endowment Consultancy (MBRGCEC), Dubai Culture launched smart machines that distribute free fresh bread 24/7. These machines, strategically installed in key locations across Dubai, provide a continuous aid mechanism, ensuring that the support for underprivileged communities extends beyond Ramadan.
The smart machines represent a pioneering CSR effort, blending technology and humanitarian aid to provide a sustainable solution to food insecurity. The initiative raised AED 560,000 to fund the installation of 15 smart machines, which provide fresh bread year-round, benefiting not only those in need during Ramadan but also ensuring long-term food security for underprivileged individuals across the UAE.
A Strategic and Collaborative Approach
The success of Ramadan Heroes lies in its strategic partnerships. Collaborating with talabat UAE, UAE Food Bank, Emirates Red Crescent, and MBRGCEC enabled Dubai Culture to expand the initiative’s reach and impact. Through these partnerships, Dubai Culture leveraged community involvement by facilitating donations through the talabat app, ensuring widespread participation. In-app notifications, social media campaigns, and targeted emails ensured that millions were reached, with a PR value of over AED 5.8 million, 57,736,558 impressions, and an engagement of 1.4 million.
Tangible Impact Beyond Numbers
The Ramadan Heroes initiative has had a profound impact on the UAE community, not just during Ramadan but throughout the year. The smart machines continue to provide essential support to vulnerable communities, with over 150,000 individuals benefiting from free fresh bread during Ramadan in 2023 alone. Meanwhile, the Ramadan-specific campaign raised AED 7 million in donations over the last five years, contributing to the UAE’s food security efforts and reinforcing the spirit of giving.
A Model for Sustainable CSR
Ramadan Heroes exemplifies a CSR model that integrates cultural promotion with humanitarian impact. It highlights how Dubai Culture has transformed a traditional CSR approach into a sustainable, tech-driven initiative that continues to provide for the community year-round. Through its innovative use of smart technology and strategic collaborations, the initiative has established itself as a scalable model that can be replicated by other organisations across sectors.
Looking forward, Dubai Culture plans to expand the initiative across the wider MENA region. The initiative’s success has set a new precedent for how CSR campaigns can create lasting, meaningful change, proving that cultural organisations can be at the forefront of social innovation.
Nomination Title: Dubai Culture's Ramadan Heroes Initiative: A Groundbreaking Approach to CSR
