Dubai-based telecommunications operator du has won the Zayed Humanitarian Day award for packing and distributing 20,000 boxes of essential food items through Dubai and the Northern Emirates, with the help of more than 1,200 volunteers from different nationalities who joined hands with its staff, under its Mawaed Al Rahman initiative.

The firm is also striving to add value to customers’ lives by providing free downloads of four episodes on the interactive Sira application, that has been developed to specially educate children about the life of Prophet Muhammad, said a statement.

It has also announced knowledge empowerment in the UAE by continuing scholarship to 20 Emirati students at the American University in Dubai (AUD) and has also tied up with Aster DM healthcare for Dh5 million ($1.3 million) giveaway  and free health checks for all during Ramadan.

In addition to these initiatives, du has introduced several commercial offers such as the double roaming data that enables individual customers (both prepaid and postpaid) to purchase a one-week data roaming bundle for Dh200 and receive 2GB for the price of 1GB, discounted national and international calling offers, and enhanced home service offerings – be it viewing the award winning Islamic channel DIHQA (Dubai International Holy Quran Award) and favourite entertainment programming from the largest Arab Broadcast Networks.

These initiatives are part of its aim to increase its contribution to the UAE community by bringing a different dimension to its existing sustainability strategy this Ramadan.

Instead of purely focusing on a corporate advertising campaign, the telecom provider is adding life to life by diversifying its social impact efforts, with a greater focus on volunteerism, social responsibility and bringing added value to customers. This is supported with a slew of commercial offers to benefit all segments of customers.

Fahad Al Hassawi, chief commercial officer, du, said: “We are proud to be recognised by HH Sheikh Mansoor bin Zayed Al Nahyan, UAE Deputy Prime Minister and Minister of Presidential Affairs for our social efforts this Ramadan and would like to congratulate the UAE on the occasion of Zayed Humanitarian Day.

“During the holy month of Ramadan, we are diversifying our sustainability strategies in innovative ways by extending our humanitarian efforts to a wider segment of the community. Our Mawaed Al Rahman initiative, for instance, provides a platform for our Emirati Plan customers to directly contribute to the society, as five per cent of the monthly fee goes into the UAE’s social development. Our innovative and customer-centric business model helps us multiply our benefits, thus adding more life to life.” - TradeArabia News Service