Gift It Forward 2026
Dubai Holding's Ramadan giving platform, run during the Season of Wulfa, turned more than 500,000 surplus inventory items from its hotels, malls and developments into gifts worth over AED 22 million for blue-collar workers, People of Determination, orphans, students, taxi drivers and low-income families. Donations from over 65 partners diverted more than 125 tonnes from landfill.
- The brief
- Low-income households, labourers, taxi drivers, students, orphans and People of Determination across the UAE, during the Ramadan giving season.
- The idea
- With the Community Development Authority, Dubai Holding turned over 500,000 unsold items from its own malls, hotels and projects, plus 65-plus partners' stock, into gifts worth more than AED 22 million.
- What to borrow
- Turning surplus stock into gifts lets a company deliver charity and waste reduction through one programme.
| Brand | Dubai Holding |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | on-ground, digital |
| Source | Dubai Holding |
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