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Emaar marks the Holy Month of Ramadan with innovative social campaign #BuildingCommunities


Emaar Properties is marking the Holy Month of Ramadan with #BuildingCommunities, a campaign that celebrates the happiness of giving and seeks to inspire positive change by touching the lives of others with acts of kindness. 

#BuildingCommunities complements the ‘Year of Giving’ announced by UAE President His Highness Sheikh Khalifa bin Zayed Al Nahyan, with a focus on supporting less privileged communities through charitable initiatives. 

It further reflects the spirit of giving that marks the Holy Month of Ramadan, encouraging people to undertake random acts of kindness and to make a positive difference in someone’s life. 

As part of the campaign, Emaar will place over 1,000 #BuildingCommunities boxes across its assets, each with gift vouchers valued at AED 100. The boxes will have instructions on the charitable deed to be done, which could be anything from buying a stranger a present using the voucher or gifting it to a person in need. The voucher can be used at The Dubai Mall, Address Hotels and restaurants, Reel Cinemas as well as all other Emaar businesses.  

Ahmad Al Matrooshi, Managing Director of Emaar Properties, said that “#BuildingCommunities reflects the spirit of giving that marks the Holy Month of Ramadan, and promotes camaraderie and togetherness among people. It encourages them to do a random act of kindness, which brings cheer to others and makes a positive difference to their lives. 

To further foster community spirit, #BuildingCommunities kindness boxes will also be placed in Emaar’s neighbourhoods, where residents can use the vouchers to bond with neighbours or touch a person’s life through random acts of kindness. 

Emaar will also highlight the stories of people who have made a positive change through their charity initiatives. Through inspiring videos of their work, Emaar aims to engage people to positively impact the community this Holy Month and beyond.  To be featured is the work of Ahmed Haweel, Ifraz Ahsan and Anushree Unakal, three students who decided to ‘give’ their time by visiting patients at Mediclinic Dubai Mall, to spread positivity and make the patients as happy as possible. 

Dr. Shambavi Rajagopal, founder of Save Scrap N’ Sew, is also honoured through Emaar’s video. The non-profit organisation takes scraps of unused materials from tailors and stitches them into useful items that are given away. It builds on her passion to lend a personal touch to a charitable deed. 

Additional social influencers will be chosen to promote #BuildingCommunities through their social networks. They will provide live updates of what they decide to place in the box and where they are placing it, urging people to find them and participate in the charity campaign. 

As part of this innovative social experiment, people are urged to share their stories of kindness which could range from leaving a friendly note at someone’s desk to donating time to a local charity or even helping a stranger in need. These stories will be shared on Emaar’s social media channels under the #BuildingCommunities campaign and Emaar will donate a cash prize of AED 20,000 directly to the winner’s charity of choice.

Follow and participate in the campaign on Emaar’s social networks with the hashtag #BuildingCommunities

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