McKinsey supports UAE’s ‘10 million meals’ humanitarian campaign

McKinsey & Company has partnered with Mohammed Bin Rashid Al Maktoum Global Initiatives to provide support for the UAE’s ‘10 million meals’ humanitarian campaign.

The Middle East branch of global management consulting firm McKinsey & Company has partnered with Mohammed Bin Rashid Al Maktoum Global Initiatives in its ambitious programme to provide 10 million meals to vulnerable communities in the UAE throughout the month of Ramadan – a huge undertaking which quickly exceeded its initial goals.

Established in collaboration with Social Solidarity Fund Against Covid-19, the campaign has sought the support of corporates, humanitarian and charitable organisations, philanthropists and the public to make financial contributions toward the provision of meals or a direct donation of food supplies and other items to be directly distributed to families and individuals in need.

Described as the UAE’s biggest-ever community programme, the initiate was further supported by the World's Tallest Donation Box campaign, which saw Dubai’s Burj Khalifa, the world’s tallest building at a height of 829.8 meters, brilliantly light up with 1.2 million LED lights (to represent individual meals purchased through donations) after hitting its target within a week. “The way that individuals, businesses, charities and volunteers have rallied together to deliver meals to those in need, is a wonderful expression of the compassion and spirit of this special country,” said Melvina Tarazi, a partner with McKinsey, while senior advisor Adel Alfalasi described the nation’s solidarity in a time of crisis as one of his proudest moments as an Emirati.

But McKinsey hasn’t just opened up its wallet – rather, the consulting firm has been lending its practical expertise to help design the ’10 million meals’ campaign to engage partners such as restaurants, grocery retailers, logistics providers and other charitable organisations. The firm also developed a daily dashboard to track delivery and ensure the efficient distribution of meals.

The logistics tool gathers feedback to optimise resources and provide for speedier delivery to recipients. “I wake up every morning, look at my daily dashboard, and realise that my task is to provide food for more than 300,000 people each day. It’s an incredibly fulfilling experience,” said Mohammed ElFayoumy, an Engagement Manager with McKinsey’s Dubai office.

Elsewhere, as part of the ‘Together We Are Good’ programme, the firm has also been supporting front-line health workers throughout the crisis by offering a series of mindfulness coaching sessions and renewal workshops led by experts from Aberkyn, a McKinsey co-founded leadership and change management consultancy which the firm purchased at the end of 2017.