Dubai: Binghatti Holding donates Dh10 million to Edge of Life campaign
Ramadan drive aims to raise Dh1 billion globally
DUBAI – Binghatti Holding has pledged Dh10 million in support of the Edge of Life campaign, a Ramadan initiative launched by His Highness Mohammed bin Rashid Al Maktoum to rescue five million children from hunger worldwide.
The campaign seeks to raise a minimum of Dh1 billion, which will be invested in sustainable programmes designed to combat childhood hunger and malnutrition across vulnerable communities. It forms part of the UAE’s long-standing humanitarian efforts during the holy month of Ramadan.
The Edge of Life campaign reflects a humanitarian vision that places the protection of children at the centre of development efforts. Combating hunger is presented not as a response to a temporary emergency, but as a sustained moral commitment to safeguarding human life.
Edge of Life
The initiative is being organised in partnership with leading international organisations, including UNICEF, Save the Children, Children's Investment Fund Foundation and Action Against Hunger. Through these collaborations, the campaign aims to channel funds into effective, evidence-based interventions targeting the root causes of child hunger.
Muhammad BinGhatti, Chairman of Binghatti Holding, said the campaign builds on the humanitarian initiatives associated with Ramadan under the leadership of Sheikh Mohammed. He noted that such efforts play a key role in alleviating the suffering of underprivileged communities and reinforce the UAE’s global standing in philanthropy.
He added that contributing to the campaign reflects the company’s conviction in solidarity and collective action to protect children from hunger and malnutrition. The Dh10 million pledge, he said, underscores the importance of directing resources towards improving living conditions for children at risk.
Critical threshold
Central to the campaign’s urgency is the stark medical benchmark of 11.5. A middle-upper arm circumference measurement below 11.5 centimetres signals severe wasting in a child. This measurement marks the dividing line between a condition that can be reversed with swift intervention and one that carries a high risk of mortality.
Wasting indicates a critical loss of muscle mass and nutritional reserves. At this stage, a child’s immune system is dangerously weakened, increasing vulnerability to infections and significantly raising the risk of death without immediate treatment. The campaign’s programmes are designed to identify and treat such cases early, preventing avoidable fatalities.
By focusing on measurable indicators such as MUAC assessments, the initiative seeks to ensure that funds are directed towards targeted nutritional support, therapeutic feeding programmes and sustainable community-based solutions.
How to contribute
The Edge of Life campaign continues to welcome contributions from institutions and individuals through seven main channels. Donations can be made via the official website, or through a dedicated toll-free call centre on 800 4999.
Bank transfers in UAE dirhams can be made to the campaign’s account with Emirates Islamic Bank using the IBAN AE940340003708472909222.
SMS donations are also available by sending the word “LIFE” to du and e& numbers. Donors can contribute Dh10 by texting 1034, Dh50 via 1035, Dh100 through 1036 and Dh500 by sending to 1038.
Additional platforms include the DubaiNow app, YallaGive.com under the Donations tab, and Dubai’s community contributions platform Jood.