Did you notice the change?
Noticed that your phone network name changed to Edge of Life and wondering why? Well, as it is the first day of Ramadan, it’s a way to highlight a very important campaign launched by HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, which aims to rescue 5 million children around the world from hunger.
Every Ramadan, Sheikh Mohammed launches a new humanitarian campaign to reflect the UAE community’s deeply held values of giving and generosity and willingness to extend help to people everywhere.
This year, it’s the 11.5 Edge of Life campaign, which will prioritise the fight against children at risk of hunger, especially in the world’s most vulnerable communities, especially those affected by natural disasters and conflicts.
And data shows that five children under the age of 5 die of hunger every minute around the world.
Sheikh Mohammed said, “There is no better way to welcome the holy month of Ramadan than by standing in solidarity with humanity, saving lives and ensuring that those in need can live with dignity. This year we launch the Edge of Life campaign to rescue five million children around the world from hunger. Every good act represents a source of power and blessing at once. The UAE continues to lead globally through this humanitarian power, inspired by our long-standing Emirati legacy.”
His Highness added, “Tens of millions of children around the world suffer from hunger. Our goal is to protect them, now and always.”
His Excellency Al Gergawi, Secretary General of the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), added, “Millions of children suffer from life-threatening malnutrition. Our goal is to rescue 5 million children and protect another 30 million children from the threat of hunger.” Al Gergawi added that the campaign comes at a critical point when international organisations are navigating funding shortfalls, particularly in countries grappling with compounded issues related to conflict, forced displacement and the aftermath of climate change.
How can you help?
The campaign invites the community – both individuals and institutes – to help the cause.
The 11.5: Edge of Life campaign will implement sustainable programmes and projects that help fight child hunger and malnutrition around the world.
The campaign is being launched in partnership with UNICEF, Save the Children, the Children’s Investment Fund Foundation (CIFF), and Action Against Hunger.
You will be able to donate amounts as low as Dhs10, and every dirham counts.
To donate, visit edgeoflife.ae
Why 11.5?
It might look like just a number, but 11.5cm is a critical benchmark in child health. Known as the mid-upper arm circumference (MUAC), it’s a simple medical measurement used to assess children aged six months to five years for acute malnutrition.
The campaign seeks to embed this figure into public awareness as a reminder of the urgent need for early intervention and our collective responsibility to rescue children from hunger before they reach the point of irrecoverable risk. In this sense, the 11.5: Edge of Life is more than just a name but a loud call to act before it is too late.
For all Ramadan updates, visit whatson.ae/section/ramadan
Images: Dubai Media Office
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