DEWA launches ‘Tyour Al Khair’ bird feeding initiative to foster a culture of kindness

In line with the Year of Giving, and as part of Dubai Electricity and Water Authority (DEWA)'s strategy to promote environmental sustainability in Dubai and to foster a culture of good in the UAE community, DEWA launched the Tyour Al Khair initiative, which aims to feed birds in Dubai.

The initiative includes a creative competition to post the birds’ photos through social media channels using the hashtag: #Tyour_Al_khair_DEWA, with the winner of the Best Photo receiving a valuable award. The winning photo will be announced on DEWA’s official social media accounts, and will be published in Al Masdar magazine, issued by DEWA.

"In line with the Year of Giving, under the directives of HH Sheikh Khalifa bin Zayed Al Nahyan, President of the UAE, and to implement the directives of HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, in establishing the concept of giving as a community philosophy involving all sectors of society in the UAE, we have adopted 27 community initiatives within the framework of 12 major programmes, and the three themes of the Year of Giving.

The work is being implemented, in collaboration with leading local and global humanitarian institutions.

Tyour Al Khair initiative is one of the pioneering initiatives, whereby DEWA aims engender the Islamic values of compassion for birds and animals, and other aspects of charity. We learned from our Prophet (PBUH) that there is a reward in serving every creature in need.

We are keen to promote these lofty meanings among the UAE community, in order to be an example and a practical model among the nations that seek to encourage their children to do good, and establish the rules of charitable and humanitarian work among them,” said HE Saeed Mohammed Al Tayer, MD & CEO of DEWA.

“DEWA is keen to contribute effectively to environmental sustainability in Dubai, and as His Highness observed, ‘Every one of us can do good in our own environs. We can all make a real difference right where we are. The place where we live can always do with some charity work.

We can clean the beaches or the deserts. We can take care of the trees. We can be kind to our fellow citizens.’ These words highlight the importance of making a positive difference in our environment, reflecting the vision of a sustainable future in the country for the sake of a better life for us and for future generations,” added Al Tayer.

“DEWA launched Tyour Al Khair, as part of its commitment to promote humanitarian work, and foster a culture of charity and volunteer work among all stakeholders, including employees and members of society. In order to achieve this goal, we have launched an internal website that includes 11 voluntary initiatives in the first phase, which provides a special page for all volunteers.

The photography competition, associated with Tyour Al Khair, will contribute to activating the role of social networking sites in promoting charitable initiatives, among the youth in particular,” said Khawla Al Mehairi, Vice President of Marketing & Corporate Communications at DEWA.