MullenLowe MENA worked with the Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI), in collaboration with Burj Khalifa, an iconic skyscraper in Dubai, to launch the World’s Tallest Donation Box. This first-of-its-kind creative initiative put the iconic skyscraper’s 1.2 million lights up for sale to raise funds and provide meals for coronavirus-hit communities during the holy month of Ramadan.
The initiative, provided the opportunity to “purchase” lights, for as little as USD 3 each, to provide vital food aid for low-income individuals and families across the UAE. For every light purchased for USD 3 on the initiative’s website, one meal was provided, gradually illuminating Burj Khalifa’s 1.2 million lights, one at a time, as a message of hope and solidarity to the world.
Within days of its launch, the “World’s Tallest Donation Box” drew massive contributions from a number of private companies and multinational corporations and received thousands of donations from over 115 nationalities. Within just one week, the campaign met its target, illuminating the 1.2 million lights on the façade of Burj Khalifa, which, in turn, provided 1.2 million meals. The initiative supported the overarching “10 million meals’ campaign,” the UAE’s biggest food distribution drive dedicated to supporting those facing unemployment or major income reductions as a result of the COVID-19 pandemic.