Latest news with #SmartLifeFoundation
Mid East Info
28-03-2025
- General
- Mid East Info
PRCA Mena Partners with Atteline to Conclude Ramadan Food Distribution Initiative, Powered by the SmartLife Foundation
A contribution of only AED 13 can provide someone with their only meal of the day Dubai, UAE: In the spirit of Ramadan, PRCA Mena (Public Relations and Communications Association Middle East & North Africa), in partnership with Atteline and the SmartLife Foundation, have successfully organized and concluded a volunteer food distribution initiative for Dubai's blue-collared workers in Al Quoz. Abhijeet Oak, Vice President at SmartLife Foundation, noted: 'We are grateful to have the support of PRCA Mena and Atteline, whose shared commitment to social responsibility and community service continues to drive initiatives like this forward. Their contributions not only help raise awareness of the essential work we do but also highlight the power of collaboration in delivering impactful community services.' With Ramadan being a time for reflection, gratitude, and giving back, initiatives like this serve as a sound reminder of the impact that society can make when unified. For those looking to support, a contribution of only AED 13 can provide someone with their only meal of the day. However, monetary donations are not the only way to give back; volunteering time embodies the core values and the essence of not only Ramadan but also a healthy, connected community. Conrad Egbert, Head of PRCA Mena, stated: 'SmartLife Foundation's dedication to social responsibility is heartwarming. This initiative was an opportunity to put the PRCA Mena's values into action and support those who contribute so much to our community and see our community come together to make a tangible difference during this blessed month.' Aligning with the United Nations' 2030 Agenda for Sustainable Development, a mandate that the UAE is especially working towards achieving through its commitment to eradicating hunger and promoting well-being via the National Food Security Strategy 2051, these collective efforts served to emphasize social responsibility and community welfare. Sophie Simpson, Founder and Managing Director of Atteline, commented: 'We are grateful to be able to contribute to this cause because our belief at Atteline is that giving back should be more than just a moment – it should be an integral part of how we operate. From launching our CSR division to engaging in hands-on initiatives like these, we remain committed to making a meaningful impact when we can, and where we can.' As an NGO (non-profit organization), the SmartLife Foundation has supported over 150 labour camps and more than 200 corporates since 2009. This recent food distribution initiative with PRCA Mena and Atteline is yet another step towards impacting and transforming lives for the greater good, adding to its total contribution of facilitating over 100,000 meals this month. In the spirit of giving back this month and throughout the rest of the year, remember that a moment, however big or small, can have a long-lasting impact. About SmartLife Foundation: SmartLife Foundation is a nonprofit organization focused on improving the lives of individuals and families in need, particularly during the holy month of Ramadan, through various charitable initiatives and community support programs. About PRCA Mena: PRCA Mena is the regional arm of the largest public relations and communications association (PRCA) in the world. It was established in 2016 with the aim of raising standards in PR and communications. Representing more than 35,000 PR professionals in 82 countries worldwide, the PR authority is a global advocate for excellence in public relations. The PRCA's teams across Europe, the Middle East and Asia-Pacific work with industry professionals around the world to co-ordinate operations across six continents. About Atteline: Atteline, dually headquartered in Riyadh and Dubai, is the MENA arm of the Ruder Finn group, one of the world's largest independent global communications and creative agencies with over 75 years of experience. Specialising in the Consumer and Corporate communication Divisions, the integrated agency supports household brands and disruptive entrepreneurs with nearly a decade of expertise in strategic public relations, reputation management, and brand positioning. Through its proprietary RF Tech Lab, an analytics and emerging technology incubator, Ruder Finn Atteline harnesses advanced data science, machine learning, and AI capabilities to address complex business challenges. The agency's integrated approach combines these technological innovations with strategic storytelling through its Content and Digital arm, delivering campaigns that shape culture. Distinguishing itself by being 'big enough to influence but small enough to care,' Atteline takes on clients as selectively as they are chosen while maintaining a rooted long-term vision and the belief that 'culture eats strategy for breakfast.'
Khaleej Times
22-02-2025
- Entertainment
- Khaleej Times
'Never had own home': UAE blue-collar worker to build 'roof' with Dh5,000 won at talent contest
Grooving in sync, Kamal Kumar, a blue-collar worker from India, matched steps to the pulsating beats of the hit Indian film song Pushpa. He impressed the audience and judges with his performance and won the recent Smart Idol contest 2025 in the dance category. Another contestant, Baljit Singh, a 42-year-old Indian technician who works in Abu Dhabi, won first prize in the music category and also brought home Dh5,000 cash prize. He trained in Indian classical music but was not able to pursue it professionally. Launched in 2013, the Smart Idol contest is one of the most sought-after performing arts programmes for the blue-collar community in the UAE, conducted by SmartLife Foundation, a non-profit organisation based in Dubai. Kumar and Singh were this year's big winners. After the contest finale held early this month at Pakistan Association Dubai, Kumar told Khaleej Times: 'This is a very special moment in my life. I never had a home of my own and am currently building one. This prize money (Dh5,000) would go into the construction of the roof.' Hailing from the south Indian state of Kerala, Kumar, 27, earns a monthly salary of Dh1,500 – a significant portion of which is sent home to support his family. Growing up in a broken home, he said he faced many hardships. 'I started working odd jobs at construction sites even when I was in school,' he shared. His love for dancing became his only ray of sunshine. A huge fan of South Indian film choreographer Raghava Lawrence, Kumar is inspired by fast-paced energetic dance moves. He said: 'You'll always catch me with my headsets on, during all my leisure hours and if there is music, my feet can never stay still. His preparation for the contest began several months ago. After a gruelling 12-hour shift at a disposable packaging factory in Dubai, he would practice for more than three hours to follow his passion for dance. And it paid off in the end. Big morale booster For Singh, winning the Smart Idol contest in the music category, uplifted his belief in his talent. On the day of the contest, Singh – a fan of Sufi music – sang songs by Pakistani musician Rahat Fateh Ali Khan and Indian singer Hans Raj Hans. 'The whole experience of participating in this contest, being on stage, and winning the title was very motivating. I had put in hours of practice after work. I also credit my fellow musician Fakir Hussain from Pakistan, who accompanied me on the Tabla. I have learned so much from him,' said Singh. The prize money he won would go into building his home in Punjab, India. Confident and exhilarated by his recent win, he has now set his eyes on participating on a bigger platform. Other winners More than 1,000 blue-collar workers auditioned from over 40 labour camps across the UAE. Two hundred of them were shortlisted, and 20 made it to the finals. They were technicians, helpers, sales assistants, and administrators, from various nationalities who earn less than Dh3,000 monthly. The finalists in Smart Idol underwent a five-week intensive training programme. The singers were coached by professional vocalists from Check123 Studio; and the dancers by Vibes Creative Arts Training Institute. Aside from Kumar and Singh, other winners include 23-year-old Fonkem Brindley from Cameroon, who wooed the audience, with his vibrant and expressive dance on the Bollywood song, 'Chikni Chameli'. He was declared the runner-up in the dance category. 'In Cameroon, I used to dance on African music, but since I came to Dubai eight months ago, I fell in love with the foot-tapping Bollywood songs,' said Brindley, who works as a helper in Abu Dhabi and earns Dh1,000 as a monthly salary. His prize money of Dh1,500 will be sent to his family back home. Meanwhile, Filipino expat and petrol pump attendant, Mark Salvana, got a second chance at the contest. Even after a setback last year he didn't lose hope and trained harder to bag the runner up prize in the singing category. He also brought home Dh1,500 cash prize. He said: 'This win is the biggest achievement of my life. In between filling petrol, I would practice the songs. The competition was tough this year and all the singers were talented.' 'The best outcome of this contest for the participants was the training they received. It would help them to turn their passion into a future profession as well. Many of them are inducted into our Smart Band, which performs at various events throughout the year, helping them to earn an extra income for their talent. Many of our past winners have become professional singers and dancers and they now perform at hotels and events,' said Manju Mandal from SmartLife Foundation.
