Organizers also handed out Dh200,000 in shopping vouchers to provide additional support to families.
Dubai: Over 4,000 Emirati families received essential goods and support through the third season of the ‘Gift It Forward’ initiative, a community programme that distributed items worth more than Dh14 million.
Held over six days at Al Twar Hall in late February, the initiative saw the Community Development Authority (CDA) partner with Dubai Holding to provide roughly 80,000 products to registered families and eligible community groups. The timing aimed to help households prepare for the upcoming Eid Al Fitr celebrations.
A shift toward empowerment
The programme adopted a “community marketplace” model, moving away from traditional aid distribution. Instead of receiving pre-packaged parcels, beneficiaries could choose from 160,000 items, including clothing for men, women, and children, as well as household essentials. Officials explained that the format was designed to provide a dignified shopping experience that prioritizes personal choice.
“We are shifting from traditional support models to a holistic system focused on empowerment, efficiency, and sustainability,” said Sheikha Al Jarman, Executive Director of the Social Development Sector at the CDA. “Allowing families to select what they need helps them prepare for the occasion while maintaining their dignity.
Expanding the scale of support
This year, the initiative grew substantially, with backing from 60 partners across both public and private sectors. In addition to distributing physical goods, organizers provided Dh200,000 in shopping vouchers to further help families cover holiday expenses.
A key addition this season was the participation of 20 home-based entrepreneurs, who contributed over 13,000 products to the marketplace. This move aimed to integrate small-scale Emirati producers into Dubai’s broader social and economic ecosystem.
Community collaboration and health
The logistical effort involved 1,320 volunteers, including university students and staff from government entities such as Dubai Civil Defense and the Mohammed Bin Rashid Housing Establishment. The event also offered 227 free eye examinations in partnership with Al Jaber Optical, extending support beyond essential goods.
According to the CDA, the programme also supports Dubai’s broader environmental goals by promoting a green economy. By redistributing high-quality products and reducing waste, the initiative encourages responsible consumption while addressing immediate social needs.
The initiative is part of the broader Dubai Social Agenda 33, which aims to improve citizens’ quality of life and strengthen social cohesion across the emirate.
