Dubai Land Department launches new ‘Why Do You Keep It?’ Campaign

May 3, 2014 11:54 am

Dubai Land Department (DLD) has announced the launch of the latest instalment of its charity campaign, ‘Why Do You Keep It?’; an annual initiative designed to encourage people to donate personal possessions they no longer need.

The government agency’s yearly drive involves workers in Dubai government departments as well as the general public, with all items collected being distributed to those in need.

“Initiatives such as ‘Why Do You Keep It’ allow us to provide help and assistance to all sections of society and to activate the concept of social responsibility towards those most in need of support,” said Majida Ali Rashid, Assistant Director General, DLD.

“Dubai Land Department has been one of the main drivers of the scheme in the six years since it was first introduced. We are delighted to be able to have had such a positive impact with the initiative, which enables everyone to work together to provide care and attention to those who most need it. This programme enhances mutual cooperation and good neighbourliness in Dubai’s community,” she added.

DLD’s inaugural Why Do You Keep It campaign took place in 2008 and was held in collaboration with just one other party. The initiative has grown steadily since, with the number of government departments involved last year numbering 23. This year’s activity is titled ‘Give new life to old possessions’ and runs from May 10-18, with several other non-governmental organisations involved, including Al Sirkal Group, sports clubs and students. The 2014 campaign is being held in in conjunction with Dubai Charity Association and the Ehsan Charity Association, who are providing logistical assistance with the transfer of donated items.

The past six years has seen an increase in the number of donations being made during the programme. The first ever 2008 event resulted in 100 various items being collected, with last year’s activity recording 700 pieces. The year-on-year growth in giving has meant that even more individuals and families are benefiting from the scheme. In 2008, 120 families took advantage of donor parcels, with this number increasing to 320 families the following year. In 2011, 650 families received assistance, a figure which increased to 890 in 2012. Last year witnessed a quantum leap in beneficiaries, with 1,500 families in receipt of charity parcels.

Items and articles being accepted during this year’s Why Do You Keep It campaign include clothing, household articles, kitchen utensils, small home furnishing items, leather products, shoes, bags and electrical appliances. Donors can provide food, sanitary products and indeed any other goods that can be used for daily needs. DLD is appealing to all donors to ensure that any material given is in good order and usable condition.

This year’s Why Do You Keep It campaign is being sponsored by numerous commercial and non-commercial organisations and institutions, including Emirates Wet Wipes, Ministry of State for the Federal National Council Affairs, Dubai Customs, Al Maktoum International Airport, Dubai Electricity and Water Authority, Dubai Healthcare City, Dubai Health Authority, Sector Service Centers of Foreign Affairs, Department of Economic Development, General Authority of Islamic Affairs and Endowments, Directorate General Of Civil Defence, General Directorate of Residency and Foreigners Affairs, Dubai Public Prosecution, The Engineering Office, Al Sirkal Group, Dubai Dubai Modern Education School, RTA Community Service Team, Financial Audit Department, Make-A-Wish Foundation, Haya Bint Al Hussein Public School, Al Wasl Sports Club and the Emirates Human Rights Association.