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The World's Tallest Donation Box

The Mohammed Bin Rashid Al Maktoum Global Initiatives

Issue 56 | September 2020

Background

While millions were losing their jobs in the pandemic, charitable donations plummeted. In the UAE those most affected were the hundreds of thousands of lowwage workers, who struggled to put food on the table for themselves and their families. In answer to an open brief from the government, the agency had to find a way to capture attention and raise funds to feed the needy.

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