‘Gift It Forward’ Initiative Delivers AED 14 Million in Eid Support

More than 4,000 Emirati families in Dubai received essential goods and assistance valued at more than AED 14 million through the third season of the ‘Gift It Forward’ initiative, held at Al Twar Hall in late February. The programme was organised by the Community Development Authority in partnership with Dubai Holding. The six-day event created a community marketplace where registered families and eligible groups could select clothing and household essentials ahead of Eid Al Fitr.
The initiative is designed to move away from traditional pre-packaged aid parcels by allowing families to choose items according to their needs. Organisers described the approach as a more flexible support model centred on personal choice. The scale of the programme expanded during its third season with contributions from 60 public and private sector partners. In addition to goods distributed at the marketplace, organisers provided AED 200,000 in shopping vouchers to assist families with additional Eid-related expenses.
Local entrepreneurs also took part in the initiative. Twenty home-based Emirati businesses contributed more than 13,000 products to the marketplace, integrating small producers into the support programme.
The logistical operation involved 1,320 volunteers, including university students and staff from government entities such as Dubai Civil Defence and Mohammed Bin Rashid Housing Establishment. As part of the event, 227 free eye examinations were also provided in collaboration with Al Jaber Optical.