Haya Karima Foundation has announced it will allocate its entire advertising budget this Ramadan to direct aid, focusing on supporting the most vulnerable families.
The initiative includes one million food boxes and one million hot meals across all governorates, thus easing financial burdens on low-income households.
Additionally, 15 Umrah trips and financial assistance will be provided to individuals in need, reinforcing the foundation’s commitment to social welfare and justice.
As part of its Ramadan campaign, Haya Karima is launching the “Charity Challenge”, encouraging individuals, volunteers, celebrities, and institutions to contribute to the “One Million Meals” initiative.
The foundation will also introduce an updated digital program to share inspiring community stories, hosted by volunteer ambassador Ayman Mostafa.
In a bid to enhance the Ramadan spirit, it will release daily religious chants before iftar, promoting faith-based values.
Buthaina Mostafa, the official spokesperson for the Haya Karima Foundation, stated that diverting ad budgets to aid efforts reflects the foundation’s focus on real impact.
“Good deeds don’t need advertisements; they need action,” she said. “This year, we chose to turn our ad funds into direct support for those who need it most. Our mission is written in what we do, not in words.”
Haya Karima Foundation was launched by decree No. 902 of 2019 after President Abdel Fattah Al-Sisi launched the (Haya Karima) initiative.
It aims at providing a minimum decent life for residents of the most needy communities in poor areas, unplanned urban informal slums, alternative areas to unsafe informal slums, and poor villages across Egypt; in an effort to eradicate extreme poverty.
