McDonald’s UAE partners Emirates Red Crescent for ‘Ramadan Books’ campaign


March 18, 2018 | By RetailME Bureau

McDonald’s UAE and Emirates Red Crescent signed a cooperation agreement on March 6, to reinforce their core humanitarian values and objectives locally. The partnership will consolidate efforts to support Emirates Red Crescent’s charitable and humanitarian initiatives with the ‘Ramadan Books’ campaign.

As part of the programme, four Ramadan books will be produced and sold at the McDonald’s restaurants in the UAE. All proceeds generated from the book sales will be invested by Emirates Red Crescent in local programmes specific to local communities in the UAE. McDonald’s UAE will also have Emirates Red Crescent donation boxes at their restaurants.

The agreement was signed by Mohammed Ateeq Al Falahi, secretary general of Emirates Red Crescent, and Rafic Fakih, managing director and partner at McDonald’s UAE, in the presence of Mohammed Yousef Al Fahim, deputy secretary general for support services, marketing and fundraising; Rashid Mubarak Al Mansouri, deputy secretary general for local affairs; and Hassan Abouezzeddine, marketing director at McDonald’s UAE.

After signing the agreement, the two parties discussed possible ways of enhancing their partnership and to further develop joint humanitarian programmes, in order to achieve Emirates Red Crescent’s mission of protecting human life and alleviating the suffering of vulnerable people. Al Falahi stressed that the agreement reinforces the efforts of Emirates Red Crescent in implementing charitable projects, and in supporting the humanitarian programmes that enhance community efforts in the country. The agreement is also a model for cooperation between Emirates Red Crescent and other community institutions through joint, integrated humanitarian projects.

“At McDonald’s UAE, we are committed to giving back to the communities we operate in, and as part of these continuing efforts, we are proud to partner Emirates Red Crescent for the donation box and Ramadan Books campaign. All proceeds collected from the initiative will be invested in local programmes inside the UAE, to be mutually agreed upon between McDonald’s UAE and Emirates Red Crescent. I am confident these initiatives will bring about a positive change in our communities and in the lives of those less fortunate,” says Fakih.

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