Shamsa Mohammed Bin Nesaif, Deputy Director of Government Communications Department at the Authority, explained that the campaign is held in conjunction with the beginning of the new academic year to support the leading efforts of the United Arab Emirates towards providing quality education for all children across the globe. It also aims to support the educational development projects and initiatives in the world’s poorest countries.

She pointed out that the campaign is the product of collaboration with Dar Al Ber Association which saw the launch of dozens of charitable, humanitarian and development initiatives inside and outside the country over the past few years.

Furthermore, Shamsa stated that the Authority promoted the campaign across the federal government to give all the employees of the ministries and the federal entities as well as the public a chance to do good and to contribute through the Authority's various social media accounts as well as the Federal Government's Human Resources Management Information System "Bayanati".