About 11.5: Edge of Life

The 11.5: Edge of Life campaign was launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. The campaign continues His Highness’s longstanding tradition of launching charity and humanitarian initiatives during Ramadan every year.

Operating under the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), the 11.5: Edge of Life campaign aims to develop sustainable solutions and implement programmes to rescue 5 million children from hunger in underprivileged communities around the world, underscoring the UAE’s leadership in regional and global humanitarian action, while highlighting the deep-rooted values of giving and generosity within the UAE community.

Vision

The 11.5: Edge of Life campaign is inspired by the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, for humanitarian action. It sends a powerful message of solidarity from the UAE to the world, and a call for unified international efforts to support underprivileged communities and protect millions of children against the threat of hunger.

Mission

The 11.5: Edge of Life campaign’s mission embodies the humanitarian vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, who regards the fight against hunger a foundational moral and humanitarian value: A value that transcends emergencies or temporary crises, and is rooted in a deep conviction that protecting human life, especially that of children, is the cornerstone of development and human progress.

The 11.5: Edge of Life campaign further underscores the UAE’s leadership in philanthropy and humanitarian action, by prioritising children at the risk of hunger within the most vulnerable communities, especially in areas of natural disasters, crises and conflict. The campaign invites participation from all segments of the UAE community, both individuals and institutions, and serves as a practical expression of human solidarity, and the collective responsibility to safeguard children’s fundamental rights to life, growth and dignity.

Objectives

  • To mobilise the collective efforts by individuals, businesses, institutions, businessmen and philanthropists in service of this humanitarian cause.
  • To contribute to the United Nations’ 2030 Sustainable Development Goals, specifically the mission to achieve Zero Hunger worldwide.
  • To provide individuals and institutions with the opportunity to give generously toward saving millions of children from hunger, ensuring accessible and open donation channels until the campaign's goal is achieved.
  • To foster values of compassion, solidarity, and empathy by extending aid to the most vulnerable, while reaffirming the values of Ramdan, where saving a life from hunger is among the most virtuous acts of charity.
  • To inspire engagement in charitable and humanitarian action by highlighting the concept of community solidarity to protect children in the world's most underserved communities.
  • To drive a widespread social movement in support of the 11.5: Edge of Life campaign, ensuring the success of its goal to rescue five million children worldwide from hunger.

Q&A

Operating under the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), the 11.5: Edge of Life campaign aims to rescue 5 million children worldwide from hunger, and help mobilize collective efforts by individuals, businesses, institutions, businessmen and philanthropists in service of this humanitarian cause.

The campaign aims to provide individuals and institutions with the opportunity to give generously toward saving millions of children from hunger, while fostering the values of compassion, solidarity, and empathy by extending aid to the most vulnerable, and reaffirming the values of Ramdan, where saving a life from hunger is among the most virtuous acts of charity.

All segments of the community are invited to contribute to the 11.5: Edge of Life campaign, including individuals, businesses, institutions and businessmen. The campaign is introducing several contribution channels to encourage wider participation, and underscore the UAE’s status as a hub of humanitarian action.

Contributions to the 11.5: Edge of Life campaign will be accepted in cash, and directed to saving children in underprivileged communities around the world from hunger using clearly defined approaches and policies.

MBRGI will be responsible for delivering aid to eligible beneficiaries around the world in collaboration with humanitarian organisations.

You can contact the 11.5: Edge of Life campaign time via the call centre at 8004999 or email at [email protected]

Operating hours of the 11.5: Edge of Life campaign call centre during Ramadan are as follows:
From 10:00 AM to 5:00 PM every day, including weekends.

The 11.5: Edge of Life campaign welcomes contributions and donations via six official channels:

1. The campaign’s website www.edgeoflife.ae

2. SMS

3. Banking transfers to the 11.5: Edge of Life campaign’s bank account

4. Contacting the 11.5: Edge of Life campaign’s call centre at 8004999.

5. Via the Yalla Give app

6. Via the Dubai community contributions platform Jood.ae

7. via the DubaiNow app

For technical issues relating to online donations, please contact the campaign’s call centre at 8004999.

For large cash contributions, please contact the campaign’s contact centre at 8004999 and our team will assist you.

Contributions to the 11.5: Edge of Life campaign will be utilized to provide nutritional meals to children in underprivileged communities around the world in collaboration with campaign partners. The goal of the campaign is to rescue 5 million children from hunger.