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.
