11.4m Air Miles donated to MSF

DUBAI — Air Miles, the Middle East’s leading multi-participant loyalty programme, has partnered with its UAE cardholders to raise 11.4 million Air Miles for Medecins Sans Frontieres (MSF), an international medical and humanitarian aid organisation.

By A Staff Reporter

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Published: Sat 17 Mar 2007, 8:56 AM

Last updated: Sun 5 Apr 2015, 3:59 AM

In the months of December last year and January, Air Miles ran a special campaign inviting cardholders to donate some of their accumulated Air Miles to MSF, with a promise to match the total contribution.

“We were keen to support MSF’s mission to assist people in distress around the world and wanted to give our members the opportunity to participate in our corporate social responsibility initiative,” said Dave Battiston, CEO, Rewards Management Middle East Limited (RMMEL), the company that operates Air Miles regionally.

“We received an overwhelming response from our members who gave 5.7 million Air Miles and staying true to our word, we matched the amount, raising 11.4 million Air Miles for the cause.”

The Air Miles donated by RMMEL can now be used to provide 100 surgical kits containing essential instruments to carry out emergency examinations and basic surgery or a month’s supply of anti-retroviral treatment for 1,000 AIDS patients or a month’s supply of emergency medical supplies to natural disaster victims.

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