Emirates NBD launches Ramadan Debit Card campaign in support of Dubai Cares Girls Education Campaign 2011

In keeping with the spirit of giving during the Holy Month of Ramadan, Emirates NBD, a leading bank in the region, announced today the launch of a unique Corporate Social Responsibility (CSR) initiative in support of the “Dubai Cares Girls’ Education Campaign 2011.”

Dubai Cares has launched the campaign this Ramadan, to increase awareness of the importance of education for girls, and empower them within their communities in developing countries across the world. The Education Campaign 2011 also aims to raise funds to support Dubai Cares programmes that address the gender imbalance in primary education. Emirates NBD’s Ramadan Debit Card scheme will enable customers to donate to Dubai Cares, simply with the use of their Emirates NBD Debit Card.

As part of the Debit Card Ramadan campaign, Emirates NBD will donate 50 fils to the UAE-based philanthropic organisation Dubai Cares, for every retail transaction carried out on an Emirates NBD Debit Card. In order to join this campaign, Emirates NBD Debit Cardholders need to send an SMS with the code “SUPPORT” to 4456. All transactions done via Debit card by Emirates NBD customers who have opted into this campaign, will contribute to the campaign.

“As the largest local financial services provider in the UAE, Emirates NBD is closely involved with all aspects of the community, and seeks every opportunity to contribute to its betterment,” said Jamal Bin Ghalaita, Group Deputy CEO, Emirates NBD. “We have a long-term tie up with Dubai Cares, which is doing excellent work in the area of primary education. Through the Ramadan Debit Card campaign, we aim to raise support for the initiative to provide education to underprivileged girls in developing countries.”

“In addition to facilitating charitable donations, this campaign is also expected to drive growth in debit card usage amongst Emirates NBD cardholders, which is one of the strategic objectives of the bank’s Cards Division. Through increased debit card usage, we offer customers the convenience of using plastic even for small ticket purchases, while enabling them to keep track of their expenditure,” he added.

The new Debit Card Ramadan Campaign is valid through the Holy Month of Ramadan on all retail transactions made with the Emirates NBD Debit Card, providing customers who have opted for this campaign with an opportunity to contribute to charity.

“At the launch of Dubai Cares in 2007, HH Sheikh Mohammed Bin Rashid Al Maktoum emphasized the importance of providing children in developing countries with access to quality primary education,” said Tariq Al Gurg, Chief Executive Officer, Dubai Cares. “Through its programmes, Dubai Cares is reaching five million beneficiaries in 24 developing countries, giving primary-aged children the opportunity and the means to become positive contributors to their communities.”

“This year, we are supporting education for girls because 42 million girls around the world do not go to school and we believe that educating a girl translates into education for her entire family and community. We are pleased to extend our tie-up with Emirates NBD this year through this innovative Debit Card campaign, and look forward to receiving extensive support from all Emirates NBD Debit Cardholders,” he added.