Emirates NBD, a leading banking group and a pioneer in private sector volunteering in the UAE, is calling on citizens and residents to ‘give in to giving’ by sharing videos of themselves giving to friends, family or community members. 

Inspired by the UAE’s Year of Tolerance, which will promote philanthropic behaviour across the country throughout 2019, Emirates NBD aims to persuade UAE citizens and residents to invest in their community by giving their skills and time to worthwhile causes.

The bank is encouraging UAE residents to film themselves engaged in simple acts of giving, such as helping a neighbour or colleague, volunteering at a local charity or offering food to a stray animal. The videos can be uploaded on Instagram Stories, tagging Emirates NBD (@emiratesnbd_ae).

The initiative follows the success of Emirates NBD’s short film, Give in to Giving, which was released on World Kindness Day and has since been viewed and shared over 75 million times worldwide. Emirates NBD has run its community volunteer programme Exchangers for employees and partners since 2015. Volunteering is also a key focus of the bank’s recent premier partnership with Expo 2020 Dubai.