The Mohammed bin Rashid Al Maktoum Global Initiatives: The world’s tallest donation box

The Mohammed bin Rashid Al Maktoum Global Initiatives, a philanthropic foundation, raised US$3.3m to support people living in poverty in the UAE.

Campaign details

Brand: The Mohammed bin Rashid Al Maktoum Global Initiatives Agency: The Mohammed bin Rashid Al Maktoum Global Initiatives & MullenLowe MENA FZ LLC

Campaign Summary

The World's Tallest Donation Box was launched to provide 1.2 million meals by illuminating 1.2 million lights on the façade of Burj Khalifa, in a dazzling display of social solidarity and cohesion. The initiative enabled the general public and compan