The 1 Billion Meals Endowment is the biggest humanitarian initiative of its kind in the UAE. Its main aim is to secure food for underprivileged communities, allowing everyone to have basic access to life’s main necessities. The initiative is organized under the supervision of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, and it is an extension of UAE’s previous Ramadan campaign “100 Million Meals”. In this campaign, the 1 Billion Meals Endowment is asking people to donate, even with 1 Dirham, to help in securing food for people who need it. In this lamppost and uni-pole campaign organized by Pixflex Media, Arabian Outdoor, Trinet Outdoor Advertising, and UAE Signs as media providers, the campaign features a black background to evoke seriousness and urgency. With white and orange bold fonts, the campaign features different taglines like “1 Dirham, 1 Meal” and “1 Billion Meals Endowment, Donate Now” in English and in Arabic, and “A Donation That Endures”. The campaign also features that it’s part of Mohammed Bin Rashid Al Maktoum Global initiatives, highlighting that one of UAE’s goals is to be on the international and global map for humanitarian work. The campaign is simple, giving a sense of urgency and ease to anyone that wants to take part in it, but also allowing people to take a second to think about it, as it gives them enough information on the mission and vision of the whole campaign.
