The Western Union Company participated in Ramadan by augmenting an existing program with a “30 Days of Betters” Ramadan initiative in the United Arab Emirates, Saudi Arabia, Qatar, Kuwait, Indonesia and India.
The Ramadan program was derived from Western Union's “Moving Money for Better” program involving cash rewards and gifts, as well as social media platforms for those who wanted to engage in better behavior toward others and acts of goodwill promoting the concept of zakat, or alms-giving, that’s so important during Ramadan.
"The holy month of Ramadan emphasizes similar values, asking the devout to look beyond themselves and into the lives of others.” Western Union Regional Vice President of the Middle East Hatem Sleiman said in a press statement. “Middle East Western Union has been at the forefront of community building and social engagement for many years, and we realize how hard our consumers work to build a better tomorrow for themselves and their loved ones. This campaign aims to recognize and reward their acts of betters."
A website titled Chain of Betters shows more about the overall Western Union program that's been involved in 37 projects in 22 countries around the world.
“Better things happen
when money moves - that's why we're creating a chain of good deeds to spread
around the world,” the company said on the website's landing page
A video also shows how this program works.
“It's been amazing to see how much a simple gesture of kindness can mean to a person.” Nubaid, a program participant, says as he narrates a video where he gives shoes to the homeless, donates school books to Ghana and gives uniforms to a women's sports team, as well as offering a new business owner a sign, presenting gifts for individuals to send to families overseas and delivering a simple home-cooked meal.
Western Union representative Rania Chidiac has been active in promoting "30 Days of Betters" and fostering an understanding of how the product works.
“The concept is to encourage people to do better things for others.” Chidiac told the Gulf News Journal. “We ask people what better things they would do for someone else - small things in people's lives.”
The program, she said, inspired many to give their time and resources to help others over Ramadan.
“We've got very compelling stories.” Chidiac said.