Edge of Life: Dubai drive for 5 million children secures another Dh10m
Ramadan initiative targets global childhood hunger relief
DUBAI – Two major UAE-based companies have pledged a combined Dh10 million to the ‘Edge of Life’ campaign, strengthening efforts to rescue five million children from hunger worldwide.
Both Landmark Group and Innovo Group announced individual contributions of Dh5 million to the Ramadan initiative. The campaign seeks to raise at least Dh1 billion to fund sustainable programmes addressing childhood hunger globally.
Launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, the initiative aims to mobilise widespread community participation and reinforce the country’s humanitarian outreach.
Corporate support
Landmark Group joined the growing list of contributors with a Dh5 million pledge. Renuka Jagtiani, Chairwoman of Landmark Group, described the campaign as a powerful humanitarian initiative that transforms philanthropy into hope for millions of children.
“It is an honour to support this campaign to rescue children in underprivileged communities from the threat of hunger,” Jagtiani said, noting that the strong response across the UAE reflects a deep sense of social responsibility.
Innovo Group also contributed Dh5 million, underscoring what it called its continued commitment to UAE-led humanitarian efforts. Chief Executive Officer Bishoy Azmy said the campaign embodies His Highness Sheikh Mohammed’s vision of driving tangible global impact.
Azmy added that the company’s support aims to help implement sustainable nutrition programmes for vulnerable children worldwide, ensuring healthier and safer futures.
Edge of Life
Operating under the umbrella of Mohammed bin Rashid Al Maktoum Global Initiatives, the Edge of Life campaign is being organised in partnership with UNICEF, Save the Children, Children's Investment Fund Foundation and Action Against Hunger.
The initiative continues to invite donations from individuals and institutions through multiple channels. Contributions can be made via the campaign website, the toll-free number 800 4999, bank transfer to Emirates Islamic Bank (IBAN: AE940340003708472909222), or SMS by sending “LIFE” to designated du and e& numbers.
Donations are also accepted through the DubaiNow app, YallaGive, and Dubai’s community contributions platform Jood.