Dubai – MENA Herald: Dubai Channels Network (DCN) is marking an impactful participation in the ‘Reading Nation’ Ramadan campaign that was launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. The network is offering extensive coverage of the initiative across its various channels – including radio, TV, and social media platforms.
As one of the national entities participating in the campaign, DCN’s responsibilities include developing innovative ideas to encourage society to contribute to the initiative. The network is also mandated to cover donation and fund drives at participating schools and malls, as well as special events where books are distributed to beneficiaries. In addition, DCN’s promotion of the campaign includes providing space for commercials, broadcasting campaign videos, and displaying the campaign’s slogan in a loop at specific time slots.
DCN’s participation in the Reading Nation campaign is part of its sustained support to national humanitarian initiatives that aim to spread knowledge and help underprivileged children across the world. The network’s participation also reinforces its efforts to inculcate a culture of solidarity and humanitarianism in future generations while serving to enhance their interest in reading and gaining knowledge.
Commenting on DCN’s role in promoting the Reading Nation Ramadan campaign, Ali Khalifa Al Rumaithi, General Manager of Dubai TV, said: “Through our involvement in this campaign, we seek to shape a collective social consciousness in the UAE towards an important issue – lack of knowledge resources and adequate literary skills – that impacts every Arab and Muslim family.
“The media is a powerful tool that has a presence in every single house in and around the country
– whether this is through newspapers, radio or television. DCN enjoys solid credibility among its audiences as it works to deliver meaningful content that helps drive a responsible public opinion in line with the UAE’s plans and initiatives.”
He added: “We consider the Reading Nation campaign our very own initiative. At DCN, we realize the importance of books in nurturing an Arab and Muslim generation that is morally, psychologically and socially balanced. The lack of books means that any dreams of a better future are likely to remain just that. If we do not collectively take a stand at disseminating knowledge today, we will sadly have to witness ignorance, backwardness and social challenges prevailing and growing.
“The launch of this campaign during the Holy Month of Ramadan ensures the success of our participation – because the message that we are trying to convey as part of Reading Nation, is perfectly aligned with the nature of programs dedicated to the Holy Month. The campaign is also a unique reflection of the UAE’s culture and heritage and underscores the country’s leading role in promoting humanitarian endeavors across the globe.”
Launched on day one of the Holy Month of Ramadan, the Reading Nation campaign continues until the 19th day of Ramadan that coincides with the Zayed Humanitarian Day. It aims to provide five million books to children in refugee camps and underprivileged students in schools across the world through granting two million books to refugee children and a further two million books to establish more than 2,000 schools libraries around the world. In addition, the campaign is also mandated to support the educational programs implemented by the UAE’s humanitarian organizations worldwide – with one million books.
The campaign is managed by a committee headed by His Excellency Mohammed Al Gergawi, Secretary General, Mohammed Bin Rashid Al Maktoum Global Initiatives, and includes members from the government, media, as well as national and humanitarian organizations in the UAE. The committee also includes representatives of the Emirates Red Crescent, Dubai Cares, Du Telecommunications, Etisalat, Abu Dhabi Media, Dubai Media Incorporated, Arab Media Group, national Arabic and English newspapers and publications, and International Humanitarian City.
Etisalat and Du Telecommunications have dedicated toll-free numbers through which individuals can make donations to the campaign throughout Ramadan, with each book costing AED10.
The Emirates Red Crescent and Dubai Cares will also receive donations through their bank accounts, branch locations, and donation kiosks across the country.