In a show of solidarity with the community, employees at Majid Al Futtaim Group and Ajman City Centre launched a unique charity campaign this week involving fun with a social message.

On Thursday, February 14, employees of Majid Al Futtaim Group abandoned their formal office wear and wore jeans to work. Every employee was allowed to wear jeans to work only after donating Dh10 ($2.7). The money raised was then donated to the Emirates Thalassemia Society’s efforts.

Everyone from the Group’s CEO to senior vice-presidents to marketing teams at the Majid Al Futtaim Group wore denim for this noble cause. This weekend, the staff succeeded in collecting over Dh17,000, all in one day.

Thalassemia is a genetic disorder of blood that results in life-long anemic conditions, leading to a prolonged misery not only for the patient, but his family as well. There is a sizeable population, around 70 million people throughout the world who are affected with the disease.

“I am overwhelmed that our first-ever effort gained such a fantastic response from the employees. This just goes to show how our team loves to participate in such innovative concepts,” said general manager, Ajman City Centre Jassim Mohammed Al Khaja.

“Everyone at Majid Al Futtaim Group and Ajman City Centre feel proud to have participated in an effort that seeks to make a difference in the lives of people.”

The denim campaign gives an extra dimension to Ajman City Centre’s month-long “Denim Days” spring promotion, which urges customers to donate their old pairs of jeans and exchange them for discounts vouchers from participating retailers at the centre.

During the promotion, which ended on February 18, the centre collected jeans donated by customers and handed them over to Emirates Red Crescent Society, which then will be distributed to needy families. – TradeArabia News Service