Emaar launches social campaign #Buildingcommunities

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

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 in the form of videos featuring people who have made a positive change through their charity initiatives. Ahmed Haweel, Ifraz Ahsan and Anushree Unakal are 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.

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.


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