The Western Union Company has launched a global programme „30 Days of Better‟ to reinforce the universal concepts of sharing and caring during the Islamic holy month of Ramadan.
In the UAE, the programme will be rolledout across 90 Western Union locations in the country, and will reward three customers every day, over the period of a month. 30 Days of Better is a community-building exercise that will reward individuals every day, for 30 days, for their good behaviour or for acts of kindness are aimed towards benefitting another individual, or society at large.
Besides the UAE, the programme has been launched simultaneously in the Kingdom of Saudi Arabia (KSA), Qatar, Kuwait, the Philippines, Bangladesh and India, and will run until Eid Al Fitr in early July.
The new programme draws from Western Union‟s purpose, „Moving money for better‟, and promotes the concept of better acts and better behaviour through a chain of initiatives that are originated by ordinary individuals, in everyday circumstances. “It is a universal trait for individuals to wish for the welfare of people other than themselves that can be achieved through acts of charity, kindness or even sacrifice.
30 Days of Better aims to strengthen social values, by rewarding better behaviour,” explains Hatem Sleiman, Western Union‟s Regional Vice President, Middle East.
In the UAE, the programme will coincide with the increased outflow of remittances during the month – and pay homage to the senders of these remittances – at almost 100 Western Union agent locations across the country.
Every day, three winners will be chosen randomly at any of these locations, and rewarded with a variety of prizes that range from gifts, giveaways and food vouchers, to cash prizes of Dhs. 2,000 each, and free points to Western Union‟s consumer loyalty programme, MY WU.
“The holy month of Ramadan emphasises similar values, asking the devout to look beyond themselves, and into the lives of others. Western Union has been at the forefront of community building and social engagement programmes for many years, and we realise how hard our consumers work to build a better tomorrow for themselves and their loved ones.
“This campaign aims to recognise and reward the acts of betters. It will encourage every UAE resident to practice better behaviour, and the lucky ones will have a chance to be rewarded for it,” Sleiman added.
The programme is being publicised on Facebook and YouTube, through local radio stations and on various social media channels.