July 17, 2013: Al Hilal Bank once again displayed its innovative flair with the launching of its unique ‘Art of Donation' campaign. The initiative aims to collect smiles using special machines and donate the equivalent amount in dirhams. It will actively involve the public in the Holy Month of Ramadan's charitable spirit.
Under the campaign, Al Hilal installed three unique machines at the Dubai Mall, Abu Dhabi's Marina Mall and Al Hilal Mall Branch beside the Corniche, and Al Jimi Mall at Al Ain. The machines are programmed to accept smiles from people, with Al Hilal to donate a dirham to charity for each smile. The campaign aims to collect 1 million smiles which Al Hilal will convert to AED 1 million, take it from “Al Hilal Charity” account, and donate to various charities across the UAE.
The campaign includes the use of Al Hilal's social media platforms on facebook, twitter, and Instagram. The initial phase has been a huge success, with the Ramadan #DonateMySmile hashtag managing to top twitter trends with 2 million views and 6,000 tweets 24 hours after launch.
“Al Hilal Bank wanted to translate the Prophet Muhammad's quote of ‘Smiling in the face of your brother is charity' into a unique donation drive. The result is a first-of-its kind, technology-enabled campaign that literally gives cheer to the needy this Ramadan through the hopeful smiles of people. This innovative approach to charity embodies our progressive spirit, our firm commitment to corporate social responsibility, and our belief in advancing social development,” said Mohammed Jamil Berro, CEO of Al Hilal Bank.
Every Ramadan, Al Hilal Bank introduces campaigns that uplift charity and other key themes of the Holy Month. The bank is noted for implementing payment deferment schemes to allow the faithful to focus on their religious duties and practices for this special time of the year.