Emirates Red Crescent has popped up on Dubai's OOH scene, after its prior appearance nearly a year ago. For this holy month, the Emirates Red Crescent has launched an initiative 'Ramadan: Continuous Giving,' in which people can donate to offer Iftar meals, Eid garments, or Zakat Al Fitr to those in need.\r\nFor its programs in the United Arab Emirates, during Ramadan, the Emirates Red Crescent plans to help nearly one million needy families and people through its local Iftar initiatives. These activities include Iftar for a person who’s fasting, Zakat Iftar, Ramadan baskets, Sadakat, or Eid clothes, and range in their value. One can donate through Samsung Pay, an SMS, or through their website. \r\n\r\nTheir billboard mainly focuses on the SMS method, where a text saying “RR” will make a donation of 20 AED. Next to their ad copy of “Ramadan Continuous Giving”, an image of two boys warms hearts all over the UAE, with an Emirates Red Crescent bag and a Ramadan lantern lighting up the photo even more. Another visual showcase a woman and a man proclaiming proudly how they contributed to these causes with their phone screen on display, proving the giddy effect of helping others and actually donating. \r\nThe campaign is a fairly new one which was released in the third week of April as rooftop billboards and lampposts across Dubai, Sharjah, and Ajman.