du offers Iftar meals and SMS to Donate service

Embracing the spirit of compassion and generosity that makes Ramadan so meaningful, du is introducing two initiatives that are in line with the spirit of giving. The first is an ‘SMS to Donate’ service that gives du mobile customers an easy and convenient way to make charitable donations to several worthy causes during Ramadan. The second is the provision of 3 Mawaed Al Rahman (Iftar Tables) – high capacity air-conditioned tents located in Abu Dhabi, Dubai and Sharjah. The three locations will provide free Iftar meals and are open for public. Through both initiatives, du is proud to encourage the feeling of togetherness that abounds during the holy month by helping ensure all residents of the UAE enjoy the best of the Holy Month.

“Reaching out to less fortunate members of our community is one of the most beautiful aspects of Ramadan,” said Hala Badri, EVP Brand and Communications, du. “All members of the du family, from employees to customers, are encouraged to open their hearts and bring joy to the needy through the simple act of sending an SMS donation. In a few moments, we can all make a tremendous difference – and every contribution, however modest, makes the community stronger as a whole.”

The ‘SMS to Donate’ initiative, which is planned in conjunction with UAE Red Crescent, allows du customers to contribute to important causes by making a donation toward the provision of Iftar meals, the sponsorship of orphans, the construction of a masjid (mosque), the provision of Eid clothing, and/or sadaqa (voluntary Islamic giving). Simply by texting “Ramadan” to short-code 8000, du customers will receive instructions for making donations, including lists of keywords and short-codes designated for different donation amounts.

In addition to the ‘SMS to Donate’ service, for the second consecutive year du will be organising Mawaed Al Rahman (free Iftar meals) in air-conditioned tents. Conveniently located close to mosques at various areas as people need to perform the Maghrib prayer around Iftar time, in Dubai, Sharjah and Abu Dhabi, each of these tents can provide meals to over 500 people every evening – 375 at tables and 125 at takeaway counters.

“du is delighted to continue the tradition of Mawaed Al Rahman this year,” added Badri. “It is our privilege to serve the communities that have contributed so much to our success as a homegrown UAE company. We are committed to strengthening the fabric of local society by honouring important occasions like Ramadan and making the most of opportunities to improve the lives of those who rely on our compassion.”

August 13,2009