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The innovative community charity campaign conducted by Abu Dhabi Media Company (ADMC) for the duration of the holy month of Ramadan, targeting the online readers of Al Ittihad and The National newspapers, came to a close this week, raising AED 200,000 for the benefit of the UAE’s Red Crescent Authority (RCA).
The campaign, a reflection of ADMC’s commitment to its community, part of its overall CSR strategy, underlined the importance of involvement and collaboration, and the unique ability digital media has to inspire its community of readers to become more engaged and to take action.
For the duration of Ramadan, online audiences had the opportunity to make a contribution to charity by making the online editions of Al Ittihad and The National their home page with a click of a button, while ADMC pledged one dirham for every home page conversion made, on behalf of the online readers participating in the charity drive.
“The response to our campaign has been outstanding, and we salute our online readers who saw the value in participating, and what their participation can do for the community. This is proof that digital media is a catalyst for engagement in cause-related community initiatives”, said Ricky Ghai, Executive Director, Digital Media, at ADMC. “We are genuinely happy to be able to contribute to raising funds for Red Crescent UAE, who are truly invested in working for the welfare of the children and youth in need”, concluded Ghai.
The UAE’s Red Crescent Authority (RCA) was established in 1983, and is one of 186 members of the International Federation of Red Cross and Red Crescent Societies.
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