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The World’s Coolest Winter campaign, which celebrates the UAE’s most beautiful tourism destinations, is extending humanitarian support to more than 100,000 refugees and people in need through a new humanitarian initiative called Warm Winter.
The campaign will collaborate with Galaxy Racer’s Content Creator AboFlah, to support hundreds of thousands of refugees and families in need in Africa and the Arab world. It aims to raise over US$10 million to provide food, winter clothing, blankets, mattresses and critical aid to help displaced men, women and children prepare for harsh winter conditions.
Launched in partnership with Mohammed bin Rashid Al Maktoum Global Initiatives (MBRGI) and Galaxy Racer, a Dubai-based lifestyle organisation that specialises in esports, gaming, lifestyle and handles AboFlah’s presence and activations, the humanitarian campaign is calling on everyone to help vulnerable people get through the winter. It will provide the most aid and support to the largest number of refugees and people in need in cooperation with the United Nations High Commissioner for Refugees (UNHCR) and the Food Banking Regional Network.
Anyone from anywhere in the world can donate to the humanitarian initiative. Contributions can be made to the Warm Winter campaign, which will run from 7th January, 2022, at MBRGI.ae/WarmWinter.
As part of the campaign, AboFlah will live in a glass room in Downtown Dubai nearby Burj Plaza and the Burj Khalifa until US$10 million is collected. It will be live-streamed on YouTube and other content creators and influencers will be collaborating and creating their own posts to raise awareness of the humanitarian initiative.
AboFlah’s YouTube channel is one of the fastest-growing YouTube channels in the world, with over 22 million subscribers and over 2.8 billion views. He is followed by millions of fans who avidly watch his vlogs, comedy shorts and formatted shows covering video games and popular culture.
Millions in Need of Support AboFlah said, "Warmth in winter for those facing harsh winter conditions is no less important than food and water. There are millions of refugees and displaced people who need all the support they can get. I wanted to participate in this humanitarian initiative and hope everyone will contribute by bringing warmth to the lives of those who are deprived of it. The World’s Coolest Winter campaign deserves appreciation for launching Warm Winter in cooperation with MBRGI and I am proud to support it."
Joint Efforts to Directly Reach Those in Need For her part, Sarah Al Nuaimi, Director of MBRGI, said, "The Warm Winter initiative from the World’s Coolest Winter campaign represents joint efforts and fruitful cooperation between reputable institutions in charity, humanitarian and relief. We are pleased to see Mohammed bin Rashid Al Maktoum Global Initiatives, UNHCR and the Food Banking Regional Network unite alongside influential content creators to raise awareness about this important cause. Warm Winter reaffirms the UAE’s established culture of compassion and humanitarian work. As we celebrate our nation’s beautiful natural and touristic attractions during the cooler months, we will not neglect nor forget refugees and needy families facing bleak, life-threatening conditions in other parts of the world this winter."
Galaxy Racer Links Content Creators with Humanitarian Initiatives For his part, Paul Roy, CEO of Galaxy Racer, said, "At Galaxy Racer, we believe in giving back to the community and all of us, including our content creators such as AboFlah, share this value as well. AboFlah has done a lot of charities in the past and has been an inspiration to many. We are confident this initiative is going to be record-breaking for the right reasons and we are happy to support the Mohammed Bin Rashid Al Maktoum Global Initiatives and its partners into making this a reality for the greater good with positive impact."
Founded in 2019 with its headquarters in Dubai, Galaxy Racer is the largest esports, gaming and lifestyle organisation in the world, and plays a key role in supporting the campaign, by utilising its leading global role to attract some of the most prominent content creators in the region. The organisation has previously achieved several successes, including its global partnership with LaLiga, Spain’s top professional football league, organiser of the GirlGamer Festival World Finals in Dubai and organised a Dubai inter-school FIFA tournament, including awarding deserving scholarships worth a total of US$70,000 to the winners, which contributed to achieving Dubai’s vision in the field of the future of technology. Through its several activities, it encouraged young people to explore new job opportunities in the esports and gaming industry, to establish Dubai as a regional and global hub for competitive esports events.
Direct Access to Hundreds of Thousands of Beneficiaries UNCHR and the Food Banking Regional Network will purchase basic supplies and necessities such as blankets, winter clothes and heating appliances and provide them to refugees in Jordan, Iraq and Lebanon. The assistance will also extend to individuals and families in Syria and Egypt. UNHCR estimates that there are 3.8 million refugees and displaced people in the Arab region, as well as millions in Africa, who need critical assistance to survive winter.
Khaled Khalifa, Senior Advisor & Representative to the GCC, UNHCR, said, "UNHCR provides vital support to millions of refugees and displaced people in the region. Through our cooperation with Mohammed bin Rashid Al Maktoum Global Initiatives, we can jointly implement large-scale campaigns to relieve hundreds of thousands of refugees from life-threatening conditions. We are pleased to support the Warm Winter initiative, which reaffirms the importance of the collective efforts led by the UAE to provide relief to those most in need, in cooperation with global partners."
An Open Letter of Solidarity Dr. Moez El Shohdi, Founder and CEO of the Food Banking Regional Network, noted that the humanitarian initiative launched by World’s Coolest Winter campaign, which aims to provide all the necessities for a warm winter to all those in need, embodies the values of compassion, kindness and human solidarity.
He said, "FBRN is proud to cooperate with MBRGI, UNHCR and content creators interested in humanitarian work on this critical project. Warm Winter will provide direct support to refugees and those in need, serving as an open message of solidarity to aid millions of refugees and displaced people facing bleak conditions this winter."
Warm Winter is an extension of AboFlah’s past humanitarian work. A previous campaign in October 2021 raised US$1 million from 31,000 donors during a 28-hour live broadcast which garnered over 28 million total views, to support refugees in Syria, Lebanon, Jordan and Iraq in coordination with UNCHR.
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