Be Kind to donate AED4-mn to build 1,000 wells in Africa

RetailME Bureau

Be Kind – a collaborative platform launched in March 2018 during the Year of Zayed, with the aim of establishing charitable partnerships – has pledged to donate 100% of profits from its first product, Zayed Water, to the Emirates Red Crescent.

The charity campaign is an ongoing initiative, that will continue all-year long. The goal of Be Kind, in collaboration with the Emirates Red Crescent, is to build 1,000 water wells at an estimated cost of AED4 million over the next five years in continents suffering from shortage of drinking water, with Africa as the first target.

During the Holy Month of Ramadan, Be Kind donated 120,000 bottles of Zayed Water worth AED68,000 to schools and iftar tents within the Emirates, as a way to spread the culture of giving and increase the awareness about socially responsible companies in the Emirates and elevate the suffering of the less fortunate.

“Be Kind aims to be an example for the next generation by demonstrating how the choices we make as a consumer can have a positive impact on the wider community,” says Omar Abdulla Khalfan, chief kind officer at Be Kind.

Named after the late Sheikh Zayed bin Sultan Al Nahyan, Zayed Water aims to emulate the compassion, generosity and humanitarian values Sheikh Zayed instilled upon the nation, but at a community level.