Dubai Cares, part of Mohammed Bin Rashid Al Maktoum Initiatives, has partnered with Idealz Enterprises LLC to promote charitable donations through a unique incentive scheme. Idealz, founded in 2016 by Jad Toubayly and Easa Al Gurg, is a unique ecommerce store which sells self-branded sport-chic apparel and stationery. Customers join the platform and with every purchase are given the opportunity to win luxury prizes. Integral to this process is the proposition to donate to Dubai Cares. Any customer who opts to donate to Dubai Cares is awarded an additional ticket entry to the prize draw.

Tariq Al Gurg, Chief Executive Officer at Dubai Cares commented: “It’s rare to see an SME actively seeking to participate in philanthropic and charitable initiatives so early on in their lifespan. Their proposal was not only unique, but we felt that the platform would help us increase awareness around our cause. The outcome of this partnership has already exceeded our expectations and we hope that we can together make a lasting impact on the lives of children and young people around the world.”

Since its launch six months ago, Idealz has announced 29 winners and handed out over AED 1,500,000 in prizes. The popularity of this burgeoning start-up has resulted in substantial contributions to Dubai Cares and is already inspiring other SMEs to follow suit. The incentive system, employed by Idealz and widely used by the retail industry to promote sales, was re-purposed to create a formidable method of promoting corporate social responsibility whilst creating value for the customer.

Commenting on the recent partnership with Dubai Cares, Jad Toubayly Co-founder and Chief Executive Officer of Idealz said: “We are incredibly proud to work with Dubai Cares in achieving what has become our common aim; support underprivileged communities access quality education. We are confident that through this partnership, we will give children and young people in developing countries the opportunity to learn, grow and succeed.”