The “Limit of Life” campaign…a strategic shift in Ramadan campaigns to consolidate the power of goodness globally

With the rising of the crescent moon of the blessed month of Ramadan every year, the launch of the largest national humanitarian movement in the world is announced, with an exceptional initiative by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, “may God protect him”, to lead a radical change in the concepts of charitable and humanitarian work that goes beyond the traditional concepts of aid, relief and assistance, and moves to greater stages of sustainability, saving life, raising its quality, empowering people and developing communities.

The “End Life” campaign to save 5 million children from starvation, launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum during the current month of Ramadan, to raise at least one billion dirhams to be invested in combating child hunger in the world, comes as a culmination of a series of qualitative successes achieved by the Ramadan campaigns that His Highness used to launch annually, and to write a new chapter in the model of inspiring giving that these campaigns have established in order to contribute to supporting the peoples of the earth to overcome… Its most pressing challenges, foremost of which is combating world hunger, which His Highness’s vision gives a special priority to in many humanitarian initiatives and projects.

A new shift in humanitarian work

The “End Life” campaign to save 5 million children from starvation represents a new shift in humanitarian work, as it aims to save the lives of children who are threatened with death as a result of acute malnutrition, and create sustainable hope for them. It also constitutes a global cry led by the UAE to draw the line between life and annihilation, for this group whose bitter global reality requires a rapid and sustainable response, according to what international statistics reveal.

This reflects the integrated system of solutions that the ongoing series of Ramadan campaigns is working to dedicate to facing the great challenges at the global level, by achieving innovative strategic sustainability and building global humanitarian safety structures based on precise planning, intelligent targeting, and efficient sustainable financing, which makes it a reference in high-impact giving, which is not satisfied with treating symptoms, but rather works to find solutions to challenges from their roots, to reach a more dignified, safe and stable future for all societies.

Solidarity and broad community response

This exceptional approach to humanitarian work began in 2020 with the launch of His Highness Sheikh Mohammed bin Rashid Al Maktoum, the “10 Million Meals” campaign to feed food. It was a beginning that revealed the extent of the interconnectedness and solidarity of the UAE society and its rapid and large response to the initiative, which succeeded in exceeding its goals thanks to the cohesion of all individuals and institutions.

This great success led to the expansion of the initiative in 2021 with the “100 Million Meals” campaign, which moved the scope of targets to 30 countries on 4 continents, confirming that the UAE’s goodness is not bounded by geographical borders, and in 2022 the “Billion Meals” campaign came, the largest of its kind, targeting 50 countries.

Strategic shift

The series of Ramadan campaigns witnessed an important strategic shift in the year 2023 through the launch of His Highness Sheikh Mohammed bin Rashid Al Maktoum, “The Billion Meals Endowment”, to transform it into sustainable institutional work by establishing the largest endowment fund to feed food, and in the year 2024: The “Mother’s Endowment” came with a touch of loyalty and righteousness, and opens new doors in humanitarian work aimed at empowering people in important aspects, most notably education and knowledge, while the “Father’s Endowment” campaign targeted. In 2025, healthcare sustainability was a primary goal to address this pressing issue globally, and the campaign achieved success with record contributions amounting to 3.7 billion dirhams, paving the way for the current qualitative campaign.

The new campaign aims to save 5 million children from starvation, and spare another 30 million from the risk of hunger, in an approach that is considered an important development in the history of Ramadan campaigns, as it represents a more specialized vision by focusing on the early stages of human life and on saving the lives of this group that needs special attention in light of what numbers around the world reveal of the necessity of a Sharia response to this issue, as 118 million children face hunger in the year 2025, while 5 children under the age of five die due to malnutrition and hunger in the world every year. Minutes, making hunger one of the main causes of death for children in the world.

The “End of Life” campaign to save 5 million children from starvation is also considered an indicator of the genius of innovation in humanitarian and charitable work, which leads the largest national movement to confront a pressing issue globally. This movement brings together every institution and every individual in a single humanitarian orientation, making every contributor realize that his contribution is a thread of life pulling the arm of a child who was almost snatched by death, and that the sum of these contributions is a lifeline and hope for millions of children around the world.

An influential global role

The campaign, which comes under the umbrella of the Mohammed bin Rashid Al Maktoum Global Initiatives Foundation, reaffirms the influential global role led by the Initiatives Foundation in humanitarian, charitable and development work. The campaign comes in partnership with the United Nations Children’s Fund (UNICEF), Save the Children, the Children’s Investment Fund Foundation, and Action Against Hunger, which reflects the size of the Initiatives Foundation’s strategic partnerships and the global alliance it has established to confront pressing humanitarian issues around the world with solidarity and capable cooperation. To achieve exceptional results and important breakthroughs in addressing these issues.

These important and ongoing partnerships confirm the confidence of the international community and its institutions in the Mohammed bin Rashid Al Maktoum Global Initiatives Foundation, which includes more than 30 initiatives and institutions covering various areas of work in the humanitarian, community and development sectors, with a focus on less fortunate countries and needy and disadvantaged groups in fragile societies. It focuses, in parallel with basic humanitarian, relief and charitable work, on supporting vital sectors in the communities and countries concerned, and finding practical and innovative solutions to address the issue. To the cultural, cognitive, economic, societal, health, environmental and humanitarian challenges in the region and the world. Since its launch in 2015, it has allocated more than 13.8 billion dirhams to humanitarian aid and relief efforts, which contributed to helping 788 million people in 118 countries, while the total volume of its spending in 2024 reached more than 2.2 billion dirhams, benefiting about 149 million people.

The series of Ramadan campaigns launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum reflects well-established strategic implications at the global level, as it redefines strength to be a force to do good, give life and hope to others, and contribute to the empowerment and prosperity of societies. The “End of Life” campaign to save 5 million children from starvation, which culminates in a series of initiatives, confirms that saving a child under the age of five means protecting an entire generation that will lead their societies tomorrow and promote development and stability for all of humanity.