McDonald’s UAE, Emirates Red Crescent launch Ramadan Books campaign

RetailME Bureau

To mark the beginning of the Holy Month and the spirit of giving, McDonald’s UAE has launched a new Ramadan Books campaign in partnership with Emirates Red Crescent.

From May 16 until June 11, four Ramadan books priced at AED5 each will be sold at McDonald’s UAE restaurants. Written exclusively for McDonald’s UAE the children’s books deliver a positive message about the importance of education, cleanliness and charity.

All monetary proceeds generated from the book sale will be invested by Emirates Red Crescent in programmes specific to local communities and children in the UAE. As part of the campaign, Emirates Red Crescent donation boxes will be available at select restaurants to allow its guests to make a direct financial contribution in the spirit of giving during the holy month.

“We are committed to enriching and improving the communities we operate in, and as part of these continuing efforts we are proud to have partnered with Emirates Red Crescent for our Ramadan Books campaign and the donation boxes. All financial proceeds collected from the initiatives will be invested in local programmes inside the UAE to support children and will be mutually agreed upon between McDonald’s UAE and Emirates Red Crescent. I am confident these initiatives will bring about a positive change to the lives of those less fortunate. At McDonald’s UAE we will continue to seek out new opportunities to make a contribution to better our communities,” says Rafic Fakih, managing director and partner at McDonald’s UAE.

“McDonald’s UAE’s special Ramadan Books reinforce a positive message among children and at the same time extend a helping hand to those less fortunate. Our decision to work with McDonald’s UAE reinforces the efforts of Emirates Red Crescent in implementing charitable projects, and supports humanitarian programmes that enhance community efforts in the country. The agreement provides a model for cooperation between Emirates Red Crescent and other community institutions through integrated humanitarian projects,” adds Mohammed Ateeq Al-Falahi, Secretary-General, Emirates Red Crescent.