National Trading and Developing Establishment (NTDE), one of the leading distributors of international consumer brands in the region, announced its support to the "Reading Nation" campaign to implement the directives of Vice President and Prime Minister and Ruler of Dubai, His Highness Sheikh Mohammed Bin Rashid Al Maktoum.

This nationwide campaign was launched on 5th June 2016 in partnership with Mohammed Bin Rashid Al Maktoum Global Initiatives, Dubai Cares and the Emirates Red Crescent, to provide five million books to children in refugee camps and underprivileged students in schools around the world. His Highness Sheikh Mohammed Bin Rashid Al Maktoum announced that UAE will be a pioneer in the region in issuing a law to promote, consolidate and support reading.”

Mr. Farid Ahmadi, CEO of NTDE said: “We are honored to participate in this initiative which promotes literacy and life-long learning across underprivileged communities around the world. It’s a privilege to contribute an amount of three hundred thousand dirhams (AED 300,000) to the Reading Nation campaign to further exceed the set target of collecting, publishing and distributing 5 million books.”

His Excellency Tariq Al Gurg, Chief Executive Officer, Dubai Cares, said: “We thank NTDE for supporting the Reading Nation campaign. Their contribution to the campaign will enable less privileged children to gain their right to education and thereby generate a positive impact on the world at large. The unprecedented support we are receiving from private organizations is crucial for achieving success in our humanitarian efforts”.

The Reading Nation initiative through which the UAE expresses its passion for serving humanity also represents the UAE’s transition from feeding the hungry and quenching thirst, to nurturing the mind and the soul during the holy month of Ramadan.

The campaign concluded its activities on 25th June 2016. Before a few days of its conclusion, the campaign exceeded the set target of five million books, and reached more than 7.3 million books that will be distributed to children in refugee camps and underprivileged students in schools across the world.