UNITING TO SUPPORT A CHARITABLE LEGACY
Eid Al Adha offers a powerful annual moment to renew the values that bring us together: compassion, generosity, and a sense of belonging. In 2025, we launched the “Gifting Dignity” campaign in collaboration with Dubai Charity Association as a purposeful, community-driven initiative designed to ignite a sense of purpose and collective giving within our community. The campaign encouraged our employees to be part of our humanitarian journey by donating toward two essential Eid causes: Kiswa (Eid clothing) and Udhiyah (sacrificial meat) for under-resourced families. Through collective donations, we helped bring joy and dignity to homes that deserve to celebrate.
BRINGING THE CAMPAIGN TO LIFE IN OUR WORKSPACES
In support of Dubai Charity Association’s initiative, we transformed four strategic premises — JAFZA 14, Terminal 1 Operations Building, WeOne HQ, and PCFC HQ — into vibrant, immersive donation zones, infused with the spirit of Eid and the campaign’s humanitarian values. These were more than donation points; they became storytelling spaces that connected employees with the spirit of Eid and the values we strive to embody throughout the year.
Employees engaged with interactive elements, including smart donation wallets, message walls, immersive VR, and themed photo corners—all curated to spark a deeper emotional connection with the cause and celebrate the joy of giving.
COLLECTIVE GIVING, COMMUNITY IMPACT
The campaign empowered hundreds of employees to participate in a meaningful experience, one that extended far beyond monetary contributions. Every donation directly supported underprivileged families across the UAE, helping to revive joy, uphold cultural dignity, and strengthen social ties. The initiative demonstrated that small individual acts, when united under a shared purpose, can lead to far-reaching humanitarian change.
A CALL TO ACTION THAT STARTS WITH US
Our internal activation of this meaningful initiative reflects how social responsibility begins within our teams and radiates outward. By working hand-in-hand with Dubai Charity Association, we are reminded that creating impact is not limited to financial contributions—it is a mindset rooted in empathy, unity, and purposeful action.