In support of the Ramadan initiative launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, to dress 1 million deprived children around the world, Du announced its support to the campaign as a national telecommunications company.

The company will donate Dhs3m to support the initiative, which will provide clothing for 75,000 needy children.

Additionally, Du will support the campaign by promoting it through its social media channels and will dedicate a section for the campaign on its website. Internal contributions from employees will be encouraged.

People are invited to support the initiative through their Twitter and Instagram accounts by promoting the campaign account (@Dress1Million); additionally they can follow-up the initiative developments through its hash- tag (#Dress1MillionNeedyChildren).

The campaign was launched in collaboration with the UAE Red Crescent Authority, and will continue until 19 September 2013, coinciding with the UAE's Humanitarian Work Day and marking the ninth anniversary of the death of the late Sheikh Zayed bin Sultan Al Nahyan.

Ahmad Bin Byat, Chairman, Du, said, "I would like to congratulate His Highness on the launch of this campaign, and wholeheartedly encourage the people of the UAE to donate generously in the spirit of the Holy Month of Ramadan to support those less fortunate around the world. The UAE is a nation built on great vision, by benevolent leaders who have consistently proven their dedication to supporting humanitarian needs both within our country, and beyond our borders. As mentioned by His Highness Sheikh Mohammed, children are the most helpless in disasters and conflicts; we have the capacity to help them, and it is our responsibility to make a difference by touching these affected children's lives in a positive way."

Du sent an SMS inviting its customers base, which exceeds 6.6 million mobile subscribers, to contribute to the cause using the word 'Dress', which can be sent to dedicated short codes.