In the month of Ramzan, images of cars with blank number plates cruising on the streets of Dubai made netizens sit up and take notice. The cars were actually taking part in a social campaign, #EmptyPlates, conceptualised by Publicis Groupe and Saatchi & Saatchi UAE for Mohammed Bin Rashid Al Maktoum Global Initiatives (MBRGI).
The ‘Empty Plates’ campaign aims to raise awareness about the UAE’s ongoing Ramzan charity campaign ‘1 Billion Meals’, which in turn aims to provide meals to people across 50 countries.
In collaboration with UN World Food Programme, the initiative is built on the success of the “100 Million Meals” programme, organised under the directives of Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of UAE and Ruler of Dubai.
People across social media platforms have lauded the mindful initiative and have welcomed the approach.
Empty number plates have taken over Dubai…all to raise awareness about the empty plates that truly matter. Each holds the power to fill millions of those empty plates.— Mohamed Samatar (@MohamedSamatar) April 21, 2022
Video of ‘Empty Plates’ to promote the auction https://t.co/c5elXvlqz0#1billionmeals #emptyplates #Ramadan pic.twitter.com/7ByEKZ6l5O
This is quite an interesting initiative. https://t.co/k0FAva1Oku#Dubai #EmptyPlates #WorldHunger— Vinita Vijay (@vinitavijay_) April 18, 2022
The initiative asks for a contribution of 1 Dirham which is enough to provide 1 meal to an individual. The campaign is going to run throughout the month of Ramadan.
The campaign is a part of inviting people to the charity auction of “Most Noble Number” to raise funds. Donations can be made by clicking here.
On April 20, 2022, the auction took place with the participation of 560 people across the world. The physical event took place in Abu Dhabi, however, auctioneers could participate online as well.
Sharing the news, Tahaab Rais, Chief Strategist Officer at Publicis Group (Middle East), wrote, “The genius initiative was created to highlight the 800 million people who suffer from hunger worldwide and to drum up support for the mammoth 1 billion meals campaign.”
“Last night, the Dubai auction raised AED 53 Million. With more than 560 number plates being auctioned on April 20, everyone can bid and donate to help fill those #EmptyPlates and fight hunger.”