McDonald’s UAE launches Ramadan Books campaign with Emirates Red Crescent

RetailME Bureau

As part of its commitment to give back to the communities it operates in and to mark spirit of giving during the Holy Month, McDonald’s UAE has launched its Ramadan Books campaign in partnership with Emirates Red Crescent. Last year, McDonald’s UAE’s Ramadan Books campaign generated a whopping AED320,000 through the sales of more than 60,000 books, all of which was donated to Emirates Red Crescent.

This year, the Ramadan Books campaign will run from May 4-June 3, 2019 and will feature four Ramadan books, priced at AED5 each and sold at McDonald’s restaurants across the UAE. The entire proceeds from this year’s campaign will also go to Emirates Red Crescent.

The children’s books have been written exclusively for McDonald’s UAE and deliver several positive messages about the importance of kindness, friendships, affability and tolerance.

“The Ramadan books campaign is part of our constant efforts to improve the communities we operate in, and given last year’s tremendous success where we raised a substantial amount of money for charities, we are proud to once again partner with Emirates Red Crescent. Like last year, all financial proceeds collected from the initiatives will be invested in local programmes. However, at McDonald’s UAE we believe that giving back to those less fortunate and the spirit of generosity should not be limited to a special time period – it’s an ongoing responsibility that we embrace, and are constantly looking for ways to bring about a positive change to the lives of those less fortunate all year round. I am confident that the Ramadan Books campaign, will not only deliver positivity to children, but also bring great joy to the lives of the underprivileged,” says Rafic Fakih, managing director and partner at McDonald’s UAE.

“The results of last year’s Ramadan Books campaign were overwhelmingly positive. McDonald’s UAE has been a champion for good in the country and we couldn’t be more pleased to partner with them again. The decision also underscores the efforts of Emirates Red Crescent to support humanitarian programs that enhance community efforts in the country. In my opinion, the success of the inaugural Ramadan Books campaign is testament to the benefits of cooperation between Emirates Red Crescent and other community institutions through integrated humanitarian projects, and is a model that should be followed,” adds Dr. Mohammed Ateeq Al-Falahi, secretary-general of the Emirates Red Crescent.

McDonald’s UAE has been a long-standing partner of Emirates Red Crescent and has run several charitable campaigns with the organisation. The Ramadan campaign is the latest in these efforts to align with Emirates Red Crescent in supporting its charitable and humanitarian initiatives.

As part of its CSR initiatives, and to ensure its constant support to the nation’s communities, last year McDonald’s UAE signed an official agreement with Emirates Red Crescent to explore further joint humanitarian programmes to alleviate the suffering of vulnerable people in the country.