Deerfields Mall announces Ramadan campaigns

RetailME Bureau

This Ramadan Abu Dhabi’s Deerfields Mall – the flagship project of venture capital firm Mubarak and Brothers Investments (MBI) – is supporting the charity campaign ‘For your sake, Somalia’, launched by Emirates Red Crescent with Dubai Municipality, which aims to raise AED500 million this year towards humanitarian aid for the famine-hit country.

Shoppers at Deerfields Mall are being encouraged to donate cash, clothes and more – newly purchased or unused, including dry food, homeware, footwear, body care products, children’s essentials – this holy month to help people in need. Collection points will be based in front of Carrefour on level 2 of the mall.

“As Somalia experiences its worst drought in 25 years, more than 6.2 million people are without food and water. This Ramadan, we are inviting our community to help make this humanitarian effort a success by donating new or unused goods to help Somalis in their time of need,” says Matthew Reay, director asset management, Deerfields Mall.

Patisserie La Brioche is also taking part in the initiative. For each French pastry sold at its Deerfields Mall branch, it will donate AED1 to Emirates Red Crescent. Alternatively, cash donations can be made at boxes located at AutoSpa and Deerfields Nursery in Khalifa City A and at Saraydan Café located at Deerfields Mall.

In addition, Deerfields Mall is also helping people closer to home by teaming up with Abu Dhabi Blood Bank in association with Burjeel Medical Centre. Blood donations decrease by more than 30% during Ramadan, yet demand remains high year-round.

“Keeping blood banks well stocked is a perennial challenge as donations have a very short shelf life. We are delighted to team up with Deerfields Mall and Abu Dhabi Blood Bank to promote this valuable activity and educate customers on the importance of blood donation during this auspicious month,” adds Dr Ramana Jagarlamudi, head of operations, Burjeel Medical Centre.

Blood donations will take place at mobile blood banks, which will be parked outside the mall’s main entrance.

In keeping with the holy month, Deerfields Mall will feature a traditional Ramadan night souk. A light show will be staged at its entrance and the building will be decked in festive decorations. Iftar refreshments including dates and water will be offered to all.

“As a community mall, we value people of our community and as a gesture, Deerfields Mall has delivered 10kg date boxes with compliments to 300 households within its vicinity,” shares Reay.